Challenge: The brief was for a 4pp statement insert to get customers to switch to online statements and save paper.
Response: We suggested putting the message on the envelope and repeating the message on the bottom of each page of the paper statement. This would highlight HSBC's dedication to reducing it's use of paper.
A series of press ads targeting property developers and managing agents. The ads appeared in trade press for these sectors.
Challenge: Show that BT Services are as versatile as you need them to be. Also reassure existing customers that their current products will not be left behind by advances in technology.
Response: A fun and useful leave behind, the fridge magnets demonstrate how BT products can fit round the changing needs of your life.
Challenge: Convince ex-BT customers, there are reasons for coming back to BT other than phone calls.
Response: A continuously unfolding description of the other services BT provide. The services never stop.
Challenge: Alert ex customers to the fact that a lot of cheaper call providers have hidden costs. BT doesn't.
Response: Show the entire letter in the envelope window to highlight BT hides none of its costs. A very successful format that ran and ran with letter variants.