Caja Madrid: LA DOLCE VITA

Credits & Description:

Category: Flat Mailing

Advertiser: CAJA MADRID

Product/Service: FUNDS MANAGEMENT PRODUCT

Agency: SHACKLETON

Date of First Appearance: Jan 4 2010 12:00AM

Entrant Company: SHACKLETON, Madrid, SPAIN

Entry URL: http://www.judgingishard.com/campana/cannes/ladolcevita

Executive Creative Director: Alfonso Marián (Shackleton)

General Manager: Lucia Angulo (Shackleton)

Creative Director & Copywriter: Antonio Herrero (Shackleton)

Art Director: Alex Garcia (Shackleton)

Account Supervisor: Cristina Garcia (Shackleton)

Graphic Production Manager: Itxaro Vicuña (Shackleton)

Graphic Producer: Susana Herraez (Shackleton)

Account Supervisor: Maria Leal (Shackleton)

Media placement: Mailing 1 Shot - Premium Clients Of Caja Madrid - 04/01/2009



Describe the brief/objective of the direct campaign.

To introduce the high-value profile clients of Caja Madrid to its Funds Management products as the range of clients expanded from Personal Banking to include now high value individuals from Commercial Bank.

To generate information requests from this high profile clients to their personal account manager.

The high-value profile clients are overwhelmed with financial offers and communications. So it is essential to stand out to be heard and present relevant arguments to connect with the target.



Explain why the creative execution was relevant to the product or service.

Ordinary vs. Exclusive
Management funds can be very ordinary. The creativity and execution highlight that by adding just one ingredient, something ordinary can become exclusive.
Therefore, we changed the product’s name from 'Funds Management Portfolio' to 'La Dolce Vita' and attracted the attention of premium clients with a unique mailing. An actual edible sheet of gold, the perfect ingredient to make an ordinary recipe of rice into the most exclusive one.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Instead of selling yet another financial product, we presented this product as the symbol of the client’s access to a higher level, a new kind of life:

LA DOLCE VITA

When you give a great chef the most exclusive ingredients, the resulting dish is exceptional. Similarly, if the personal account managers from Caja Madrid have access to the best products and tools, the result is exceptional.
Following this thinking, we gave out clients access to an exclusive dish: THE GOLD RISOTTO
Inside the mailing of the recipe the client finds an exclusive ingredient: AN EDIBLE 22K GOLD SHEET



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

43% of the high valued clients database who received the mailing called their Caja Madrid personal account manager.

This meant 186% over the objective as the expected response was 15%.