Banco Espirito Santo direct mail case study

Portugal’s Banco Espirito Santo and France’s Credit Lyonnais wanted to promote a new service which allowed customers to transfer money between accounts held in the two banks for free.

This was particularly handy for migrant Portuguese workers living in France because it made it much simpler and cheaper for them to send money home to their families using Credit Lyonnais’ facilities.

Proximity BBDO, Portugal, came up with the idea of a letter in two halves – representing the collaboration of the two banks involved. It connects with migrant workers using the tagline: ‘Money is hard to make here but not hard to send there.’ Acknowledging the effort they have to put in to earn enough to support themselves and their families, it explains how the new service will make life much easier for them.
 
This ongoing direct mail campaign illustrates how simple is sometimes best – and how showing you understand the needs of your target audience can pay dividends.