Unfold The Extras
HypoVereinsbank
Issue 5 | July 2008
Agency
OgilvyOne worldwide Frankfurt
Creative Team
James Langton - Creative Director;Anne Oberle - Art Director;Katrin Wendt - Art Director;Ursula Franke - Copywriter;Udo Eberhardt - Copywriter
Production Team
Andrea Martinis - Producer
Other Credits
Michaela Jullmann - Client Manager
Date
July 2007
Background
An increasingly large number of banks in Germany offer customers a giro bank account free of charge. The challenge was for the HypoVereinsbank to stand out from all the other offers on the market.
Idea
Many banks offer giro accounts for free, but the HypoVereinsbank offers far more benefits than the competition as well as better interest rates. To convey these added benefits, OgilvyOne worldwide created a mailing with an unusually folded letter. The copy communicates the basic advantages of the free HVB Giro Account. However, when the letter is unfolded the copy text tells a new story about all the extra benefits that the HVB Giro Account offers compared to the competition.
Results
Within the first four weeks of the campaign launch, more than 2,400 new accounts had been opened.
Target Audience
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Size
85,000 mailings
Our Thoughts
We’ve featured this sort of idea before in Directory. It is another good example of how a simple bit of paper manipulation and some clever copywriting can turn the humble letter into something both engaging and enlightening. With the letter in your hands you really do want to unfold it to see what’s underneath, revealing all the extra benefits of HypoVereinsbank’s giro account. And it’s all the more impressive that the team translated the whole idea into English as well as the German original.