Direct mail series.

AWARD

ABAMN 2004 AD Awards Contest

Great Transformations

Institution: Hibernia National Bank, New Orleans, La.

Assets: $22.3 million; 314 locations in Louisiana and Texas

This direct mail series was developed for internal use. Its goal was to increase referrals of existing bank customers from other areas of the bank (such as commercial, business banking, etc.)

The mission was to create a "clever, unusual piece" that would cut through the clutter of daily mail received by employees, according to Tiffany Scuderi of Hibernia Marketing.

The "Great Transformations" idea was created to describe Private Client Group's value to the client (superior wealth management services), the employee (assist in deepening the client's relationship with the employee, and the incentive to the employee for a successful referral) and the bank (bottom-line revenue).