National Bank of New Zealand National Cricket Club direct mail case study

Cricket is so big in New Zealand that it’s known as the ‘national summer pastime’. The National Bank is the main sponsor at national level, but to show how passionate it is about the game at the grassroots it decided to set up the National Cricket Club (NCC).

The challenge for Rapp, Wellington was to promote the NCC as a club for lovers of the game and to encourage people to join regardless of their ability on the pitch. The interactive mailing not only gave recipients all the information they needed about the new club, but could also be converted into a bat and wicket so they could do a spot of spin bowling themselves.

The mailing scored a century, encouraging more than 1,200 children and 100 administrators to attend NCC training events around the country.

And even more important, it was a PR success for the National Bank: 90% of attendees said they went away with a more positive image of the bank.