Branding / Design / Direct Marketing
The AA provides breakdown cover, insurance, financial services, travel, motoring advice and a driving school. The aim is simple – create a mailing pack for loans sector of the business that promotes the benefits of consolidating debt and beat the current ‘control’ pack
After testing a “pay off” message on a banner suite with huge success, we decided to test the same message in direct mail – and thereby develop a campaign around this message.
A bright yellow outer envelope was chosen, as yellow is a well-known sales colour and guaranteed to stand out on the doormat.
The colour yellow was continued throughout the pack. Images of ‘real’ people were also used throughout.
This pack is still the control pack 18 months later, despite 10 attempts to beat it..