The Travelers Financial Services
The Travelers had a high unaided share-of-mind among fortune 50 corporate executives but the account team was not getting an audience with the appropriate people to make sales presentations.
A strategy and tactics were developed to target the senior level management team in the targeted companies. The mailing was three umbrellas in three weeks sent to the executives in Rose boxes.
The first mailing was a black umbrella that was torn and bent beyond repair
with no message.
The second mailing was a clown umbrella with polka dots with no message.
The third mailing was in a rose box that had a simple headline "you are judged by the company you keep". The box contained a red Travelers umbrella with a note requesting an opportunity to set up a meeting.
The senior level executives in the targeted companies stated that they enjoyed the campaign and the account team was able to set meetings with over 80% of the companies. The campaign generated large contracts with PepsiCo, General Motors, Standard Oil of Indiana and Proctor and Gamble within three months. This campaign was later used to acquire many targeted companies like the National Teachers Union.