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RMG Connect & HSBC partner with The Times for revolutionary mailing pack

4th December 2007

RMG Connect has partnered with The Times to produce a ground breaking direct marketing pack for HSBC’s personal financial planning service.

The pack incorporates a special edition of The Times, written by The Times journalists such as David Watts and Michael Binyon, but bearing the date ‘Monday November 29, 2027’. The editorial content reflects the projected headlines of 2027, such as ‘China set for £500bn London property bid’, ‘Jubilant Scots vow that 2036 Olympics will be best ever’ and ‘Ireland is united at last’.

The editorial content aims to provoke HSBC ‘near retired’ customers aged between 45 and 62 into thinking about their financial future and to take up one of HSBC’s free financial planning consultations. The HSBC advertisements, including case studies of retired customers who took the financial counsellers advice in 2007, within the paper support the message.

The pack will reach 500,000 HSBC ‘near retired’ customers throughout October.

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Suzanne Aspden, head of direct marketing at HSBC talks about the brief: “We wanted to start a conversation with people in the 45-65 age range; people who, like many of us, may not have started to plan their financial future yet. We offer free one to one meetings with experienced counsellors in HSBC branches, so this was really just an invitation to come in. That we went for such a unique and creative solution is testament to the business problem: we need to get people to act on a potentially dull and quite serious task without patronising, irritating of overly selling them.”

Dominic Carter, Trading Director, Times Media, stated, “We’re delighted to have worked on this exciting and ground breaking new project with HSBC and RMG Connect. It’s a media first for The Times – and to our knowledge, any national newspaper – and exemplifies the sort of creative and bespoke solution that is generated from an integrated client partnership.”

Richard Gorton-Lee, Senior Art Director of RMG Connect, added, “This is a highly creative and innovative mailer that really hits the nail on the head in terms of getting HSBC customers thinking about the future. It really captures the imagination and truly reflects the exceptional standard of work being produced here.