Means: Targeted Direct Mail
For: OppenheimerFunds Retirement Services
The Back Story: In the midst of the worst recession in decades, how could I acknowledge investors' fears while still encouraging them to stick with their retirement plan?
The Success Story: Different people respond to different messages. So I tested humor ("Don't be afraid. Don't be very afraid"), a practical approach (jellybeans) and reinforcing the age-old investment strategy that steady wins the race (tortoise & hare). The practical approach got the best response, showing that, despite popular opinion, people stay levelheaded in rough times.
