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Bringing ideas
to life in 3D
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3 Dimensional Print have produced an award winning piece of direct mail for First Direct via their Advertising Agency. This particular piece of direct mail won both the DMA awards Gold award in the Financial Services Markets Sector and the overall Grand Prix award. The direct mail pack was based on the children’s game ‘Fuzzy Felt’. It was designed to inspire sentimentality and encourage customers of big banks to switch to First Direct. Recipients who were warm prospects in their 30’s and 40’s were invited to play with ‘Fuzzy Felt’ and experience the benefits of First Direct’s customer focused service, the line ‘does your bank give you that warm fuzzy feeling?’ aimed to convey humour and nostalgia. The campaign was designed to appeal to this audience, who would be reminded of their childhood through the ‘Fuzzy Felt’ game. The mail pack generated a response rate of 6.3% and a 57% conversion rate. As mentioned above, apart from the Gold award in the Financial Services Markets sector, the campaign also won the Grand Prix award. Judges thought the campaign had ‘gone the extra mile’ and a mail pack that was ‘strong and insightful, reflecting the brand’. One Judge said “The industry gets criticised for sending out junk mail and over-egged pieces. With First Direct’s piece you get it, hold on to it and reach out to it – a testament to fine work that is right for its target audience.”
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