401k Squared - "Fish Bowl" direct mail (with live fish!) - USA

Oh my, it looks as if we'll soon need to start a decent tag for DM work as we're getting more and more creative examples. Like this one for 401k Squared which had a live fish inside! Created by LeeReedy they explain:

401(k) Squared, a small company that specializes full-time in 401k plan development, asked LeeReedy to get a big bang out of their modest direct mail budget. On the whole, the marketing done by companies in the financial services industry is safe, corporate and forgettable. We went in the opposite direction — developing a direct mail piece that featured a live fish inside a box adorned with messaging. The concept? "If someone's not watching over your 401(k), it won't thrive either."

Check out the pretty pictures of this DM piece inside, folks.

Considering our precious, live cargo – and our need to get it in front of the CFO's, CEO's and owners of our target companies – all pieces were delivered via courier. Additionally, this allowed us to avoid the gatekeeper who could have reacted in any number of ways. Within weeks, 401(k) Squared had secured a $10M account and was in discussions with a number of large companies to manage their 401(k) accounts, ranging in size from $500k to $20M. Always nice setting the fish on the hook.

Headline (outside): If someone's not watching over your 401k, it won't thrive either.

Subhead (inside): A 401k plan is a living, breathing investment that requires constant attention and management to flourish.

Copy (inside): When your 401k plan is bundled with other investments through an insurance provider or paycheck service, you simply don't get that kind of personal service. 401k2 specializes in managing 401k plans full-time, designing programs to maximize returns for the business owner. You'll work directly with the managing partner at 401k2 who will take the time and care to make a targeted plan and to keep it that way. Because we're an independent advisor, we're able to offer and recommend the products that are ideal for your specific business and situation - not a prepackaged, one-size-fits-all solution. Call us and we'll explain more today. 401k2. We live and breathe this stuff

Client:
401k Squared, Littleton, Colorado

Agency:
LeeReedy, Denver, Colorado
leereedy.com

Execution:
"Fish Bowl" direct mail

CD: Kelly Reedy
AD: Kelly Reedy, Jack Schuler
CW: Jamie Reedy