OBJECTIVE: Encourage Children to Save

A savings bank wanted to encourage children to open savings accounts. It hoped to design a marketing promotion that was enough of a "soft sell" to both appeal to kids and to win parental approval. The bank decided to use a white plastic presidential ruler that listed the 50 states, their capitals, and the bank's logo on one side and small black and white photos of all the American presidents plus the dates of their terms on the other side. The rulers were a gift to any student who opened a savings account.

OUTCOME: The bank created a new group of young informed savers who know state capitals and even the names of past presidents!
CUSTOMER: Advertising Firm
OBJECTIVE: Self-Promotion Through Direct Mail

An advertising firm wanted to promote its name and increase business through direct mail contact.  It decided to send rulers in mailings along with notes asking clients “Is your advertising a little flat? – We can help!”


The firm created an effective self-promotion by using a unique item and a slogan with a twist.  The rulers garnered a lot of attention for the firm, which deemed the mailing successful and plans to repeat it in the future.

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