UOB PERSONALISED SHIRT DIRECT MAILER

TitleUOB PERSONALISED SHIRT DIRECT MAILER
BrandUOB SINGAPORE
Product / ServiceINTEGRATED BUSINESS SOLUTIONS
CategoryB02. Consumer Products & Services
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT GROUP SINGAPORE, SINGAPORE
DM/Advertising Agency:LEO BURNETT GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Chris Chiu Leo Burnett Group Singapore Group Executive Creative Director
Justine Lee Leo Burnett Group Singapore Creative Group Head
Mark Wah Leo Burnett Group Singapore Head of Art
Samuel Sam Leo Burnett Group Singapore Art Director
Kenneth Choong Leo Burnett Group Singapore Writer
Chelsin Teo Leo Burnett Group Singapore Account Service
Goh Mei Yi Leo Burnett Group Singapore Production Manager
Carol Koh UOB Singapore Client/Regional Head, Commercial Cards, Cards & Payment Products

The Brief

Introduce UOB Integrated Solutions – a suite of financial tools that streamline payment processes – to high level Chief Financial Officers, all of whom are new customers. Our strategy was to interact with them beyond just a one-off DM piece, and build a relationship.

Creative Execution

The entire experience of having a shirt personalised just for you is the exact experience we want all our customers to feel with UOB Integrated Business Solutions. With the DM experience, we establish in the minds of our customers that only our solutions give them a customised fit. And of course, we doubt that our competitors have ever offered to send a tailor to their office!

Describe the creative solution to the brief/objective.

UOB Integrated Business Solutions have an edge over competing products – they can be fully customised to suit a business’s needs. So we gave CFOs the rare opportunity to have a shirt tailor-made to their exact measurements. Our KPI: Get 5 – 10% of them to call UOB for a consultation.

Results

Almost 20% of the CFOs called a UOB Relationship Manager for a face to face consultation, thanks to the DM. That’s double our KPI.