New Registrant Mailer

Background

When pregnant mums signed up to the partnership programme with Destination Maternity, they also agreed to receive information from Futuretrust.

This mailing was aimed at those mums and needed to show both them and their families how taking an early step towards their family’s financial security in the future could only be a good thing to do.

Idea

Given that the recipients were growing themselves, literally, and were about to grow a family, the concept of ‘growth’ was central to the piece.

The visual language was of growth imagery and the copy used metaphors inspired by trees, plants and flowers.

As well as being offered the incentive of a certificate worth an additional $10,000 to their life insurance and a dad-to-be checklist for their partners, mums were also given a unique biodegradable pen containing a flower seed.

Use the pen and what she could do was plant the seed of her family’s financial future, both literally and metaphorically.

Results

50,000 pregnant mums were mailed and overall the pack worked both to educate the target group about financial security as something they needed to think about at this important time and to create interest in Futuretrust Insurance products. Other detailed figures are unavailable.

Our Thoughts

Looking at the USA through my telescope from London England, it seems to me that for most direct marketers there are two questions. Who are the most valuable people to our business? And how cheaply can we target them? They buy segmentation strategies and they resent paying for much else. A generalisation, I admit, but not one that is completely untrue. So for Wunderman NY to persuade Aegon to buy a creative idea as well as a data-led insight seems to me to be something of a triumph. It’s quite an eccentric idea, plant a pen, but the notion of nurturing a shrub that can grow tall and handsome at the same time that your child is growing too is psychologically enticing.