Caja Madrid 'La Dolce Vita' direct mail case study

Caja Madrid launched La Dolce Vita, a new investment portfolio, with a direct mail campaign that included a recipe for gold risotto - and the gold needed to make it.

The aim was to persuade the bank's wealthiest customers that just like a great chef, Caja Madrid's advisors have the means to create exceptional results.

It may not have been cheap to send a square of 22 carat gold to each of the recipients, but the return on investment made it all worthwhile. The original target for the campaign was to get 15% of recipients to contact their personal account manager, but in fact 43% did.

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