Ruffling the big banks’ feathers - by attracting £2 billion in deposits to BOS Business Banking

In a business deposits market dominated by the big five High Street banks, Bank of Scotland Business Banking were aiming high with a target of attracting £200 million of deposited funds with a single direct mail piece. Rowan’s striking ‘Feathers’ pack did much more than that - it attracted ten times the target figure, £2 billion worth of response.

To underline the Banks challenging proposition - ‘we guarantee to beat the deposit rates offered by the 5 biggest high street competitors’ - Rowan announced to a carefully targeted market that this proposition will put a ‘cat amongst the pigeons’ - making the opposition ‘spit feathers’, since depositers could ‘feather their nests’ by moving to Bank of Scotland Corporate.

The large format pack contained five lilac feathers - and the campaign didn’t just tickle the market’s fancy, it won a prestigious DMA Award as well.

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