HOW PROFOUND COMMUNICATIONS CREATED AN OSCAR WINNING EVENT FOR FIFTH THIRD BANK HIGH-END AUDIENCE
Fifth Third Bank desired to communicate with its high-end commercial prospects. These were businesses that generated more than $10 million annually in sales. Fifth Third sought action from an audience that was typically judicious with its time, yet the bank needed to find a creative method for convincing these prospects that the time with the bank was time well spent.
Profound worked with Fifth Third to create a program that would generate immediate attention. Profound developed a multi piece direct mail campaign with a "James Bond/Mission Impossible" theme. The "Mission Impossible" delivery items were each shipped in succession. Contact began with a heavy metal box containing a small cassette recorder and plain manilla envelope. Inside the envelope were four cards printed with the words "The Product", "The Company", "The Mission" and "The Performance."
The second deliverable was a mini-briefcase with a mini cassette tape with a 90-second professionally created message with "Mission Impossible" theme music playing in the background. The package also included a response card. After each item was delivered, a Fifth Third banker followed up with a phone call and invited the prospect to an ‘invitation only’ reception and movie premiere of "Mission Impossible." The event was held at a posh new theater located in downtown Columbus.
Fifth Third executives were very excited about the great response rate the promotion produced. Eighty percent of those invited made sure to attend the Friday premiere night movie event. Of the attendees, Fifth Third was able to win more than enough business to justify the cost of the event and consider the entire night a success.