AMP - Helping Hand direct mail case study

Australian wealth management firm AMP wanted a marketing campaign to promote its pensions and retirement savings products to self-employed tradesmen and women.

AMP knew this group were often so busy running their businesses that they never got round to thinking about their pensions. They needed to capture the attention of 600 time-pressed targets and persuade them to contact an AMP financial planner. 

What they got, from Melbourne-based agency Cubed Communications, was a direct mail campaign that generated a 7.16% response rate, surpassing their goal of 5%.

Targets were sent a single work glove, which arrived in an envelope bearing the message: ‘let us handle what you’ve worked so hard to build’.

Attached was a letter appealing to the recipient’s sense of professionalism, explaining that - just as in their line of work - it was better to call in the experts to handle financial matters than attempt a potentially disastrous DIY job.

As a result, 43 new prospects booked an appointment with an AMP financial planner, when they could also pick up the other glove along with some good advice.