Channels
Client Editions Financial
Agency Editions Financial
Title Sixty Seconds
We developed the concept of ‘60 Seconds'. Every article is condensed into no more than a 60 second read, with sign-posting online if readers have a further 5 minutes. To read the entire title takes no longer than a 12 minute tea break. We therefore mailed the first issue with a branded tea bag and an invitation to discuss the issues raised with their manager, who will bring the biscuits.

The Brief

To increase retention. To build affinity with small business customers who have infrequent contact from a bank manager. To cross sell products and drive enquiries in a way which adds value.

The Challenge

Our insight: NFO research shows 45% of customers leave their bank citing ‘it does not understand me and the issues I face'. The average owner manager has a backlog of 3 weeks work at any one time.

We therefore had to create cut-through in a way that demonstrated the Bank's appreciation of their issues. The editorial needed to balance practical added-value articles with more overt product pieces.

Editorial Response

We developed the concept of ‘60 Seconds'. Every article is condensed into no more than a 60 second read, with sign-posting online if readers have a further 5 minutes. To read the entire title takes no longer than a 12 minute tea break. We therefore mailed the first issue with a branded tea bag and an invitation to discuss the issues raised with their manager, who will bring the biscuits.

Results

79% readership
27% increase in brand affinity vs control group
18% decrease in churn vs control group



« Previous case study Next case study »