Creative approach

The self-mailer was designed to look similar to a tax receipt or official bank document. In keeping with the tax form concept, no sales or marketing messages and no offers were included in the piece. The piece was designed to be monochromatic, and the copy focused entirely on the need to update contact information.

The piece read: "At RBC Royal Bank, we are currently updating our records so that we can continue to provide our Business Banking customers with the highest possible level of service. Please take a few minutes to verify the information below and add any missing information. As well, please answer a short list of questions. Thank you for your time." It went on to ask basic contact details along with primary decision maker's name and relationship to the business, language preference, and preferred communication method (telephone, mail, e-mail, fax).

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