Futuretrust Insurance direct mail case study

US maternity store Destination Maternity runs a partnership programme for mums-to-be and when they sign up to it, they also opt in to receive communications from Futuretrust Insurance.

The insurance company wanted to get pregnant women thinking about their financial future at this key stage in their family's life, so sent a simple but thought-provoking mailer containing a bio-degradable pen, along with some targeted incentives and a dads-to-be checklist for their partners.

The brightly coloured pack created by Wunderman New York made the most of imagery inspired by nature, and the tagline stated, Sign it. Plant it. Watch it grow. All the recipients had to do was to plant the pen and watch it turn into an actual plant at the same time as their unborn child grew inside them.

Over 50,000 women received the pack, which succeeded in educating them about the importance of financial planning and raised awareness of Futuretrust's other financial products.