You don’t have to be a rocket scientist to understand that different mail packs appeal to different audiences. Some folks like a letter, some prefer an eDM, some want a brochure. And some respond to a DeWalt triple-stitched heavy-duty safety glove.

In this case our target market was a bunch of tradies from Perth.

Late last year, when AMP asked for our help to encourage tradespeople to discuss superannuation with their financial planners, we didn’t mess around with anything as conventional (or delicate) as a letter in an envelope. Instead, to communicate the importance of financial advice we sent out the left hand of a pair of made-tough work gloves.

Our insight was that tradies and financial advisers have something in common: they both offer professional advice.

Our copy went on to suggest that tradespeople see enough dodgy DIY jobs to truly understand the value of professional advice.

And the offer? By just popping in to see their financial planner our targeted tradies not only got a good bit of advice on their super but also the matching right hand glove.

As they say, if a job’s worth doing, it’s worth doing right.

Tags: AMP, dm, glove