Who invited the mortgage brokers? (ps-this is awesome).

In a brilliant ploy to reel in new business on a relatively shoestring budget ($100k), Israel's Ha'Poalim Mortgage Bank executed a marketing plan that included wedding crashing as its most powerful tactic. Brokers dropped thick envelopes in the gift boxes of the happy couple that included an IKEA gift card, personally signed congratulatory wishes, and an invitation to come speak to the mortgage broker about the bank's new special program for newlyweds. 

The campaign was awarded "Best Targeted Campaign" during the Festival of Media in Valencia, Spain (how do I get tickets to that?). Read more about it here. Most importantly, the bank had 25% of couples call to schedule appointments and countless more walking in to the banks, envelopes in hand. 

This is a really cool example of how smart targeting can pay off. What I think is the most important thing to note about this campaign is that it had a 100% opening rate. The bank (along with its agency, WPP's MediaCom) considered everything down to the upbeat and excited mood of its target audience when their envelope was received. That has got to be one of the most well-received pieces of direct mail ever.