THE WEIGHT OF REASON
Mailing for Barclaycard clients
Mailing para incentivar os actuais clientes barclaycard, não clientes Barclays, a tornarem efectivamente clientes Barclays. Tratando-se de pessoas muito racionais, ponderam muito bem os prós e contras de qualquer decisão que implique mudança nas suas vidas. Como forma de demonstrar que a mudança para o Barclays só tem vantagens, foi criado um envelope que, ao ser pegado pelo meio, pendia para um dos lados, onde ia a proposta de adesão do Barclays.
Barclays bought the business of Citi Credit Cards and all their cards changed their name to Barclaycard. But being a Barclaycard customer was not synonymous with being a Barclays customer. Thus, it became necessary to encourage the existing Barclaycard customers to make the transition to full Barclays membership. These being very rational customers, who weigh the advantages and disadvantages of any decision that may bring change to their lives very carefully, an open and straightforward approach was required. As a way to demonstrate that a transition to Barclays has nothing but advantages, a mailing was created using the analogy of scales, which tilted only to one side when the recipient held the envelope by the middle. The application for Barclays membership was placed on that same side, emphasizing the catch phrase: "We have weighty reasons for you to change for the better."
"Segure por aqui e veja para onde se inclina."
"Hold gently and see where it leans."
EXTERIOR: "Nas suas decisões o que tem mais peso?"
"What weighs more in your decisions?"
INTERIOR: "Na hora de mudar de banco há razões que pesam mais.
Temos argumentos de peso para facilitar a sua decisão."
"When considering changing bank there are heavier reasons. We have two heavy weight statements to make your decision easier."
D. A. Sónia Henriques