DM Weekly Campaign of the week: Alliance and Leicester
DM Weekly Campaign of the week: Alliance and Leicester
This week’s DM campaign of the week is a business targeted pack developed by TDA (the direct agency) to advertise the Alliance and Leicester Commercial Bank’s low rates compared to the big four banks.
It targets businesses encouraging them to take out an instant reserve savings account by showing how much better A&L’s rate is than the Big 4 banks. Opening up the info pamphlet, you get a small pop up fair ground strength tester, where you have the rates from Barclays up to A&L at the top. The leaflet is all based around the idea of having a strong bank and uses the catch line, “Start earning stronger returns today.”
Banner Ad
The letter also uses emotive language talking about “whopping rates” and “strongest returns”. The back of the letter is a form which the customer sends off in order to receive more information about the account suited to their business.
It is clear and concise and the idea of strength aids the consolidation of trust with the customer, which surely in these financially turbulent times, is crucial.
4/5
