Financial Planning Board Reduce

ALIA, DVICE IS COMMBANK FINANCIAL PLANNING FAR AWAY. ONE SIMPLE STEP. 29 VERSIONS. 859% INCREASE.
Things to know before you can: Commonwealth Financial Planners are representatives of Commonwealth Financial Planning Limited ABN 65 003 900 169 AFSL231139 a wholly owned but non-guaranteed subsidiary of the Commonwealth Bank of Australia ABN 48 123 123 124. ADV13142/NSW
Book your session today.
Come in for a complimentary initial session with a Commonwealth Financial Planner and walk away with a better understanding of where you could go.
TODAY.
YOU CAN BE READY FOR TOMORROW
DO YOU KNOW WHERE YOURE HEADING?
<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>
Teaser message
If undelivered, please return to PO Box 7525, Silverwater NSW 2128
DO YOU KNOW WHERE YOURE HEADING?
POSTAGE PAID AUSTRALIA
Call: 1300 595 534 Visit: in branch
Visit: commbank.com.au/nancialplanning
Reveal and letter
TODAY.
Come in for a complimentary initial session with a Commonwealth Financial Planner and walk away with a better understanding of where you could go. Book your session today.
Visit: commbank.com.au/nancialplanning Call: 1300 595 534 Visit: in branch
OBJECTIVE
Motivate people to see a CBA Financial Planner

Lets face it, Financial Planning isnt the first thing on peoples minds as they go about their day. Despite having a large number of financial advisers all over Australia, CommBank were seeing a 3% decline in category revenue every year. So they asked us to help reverse the trend and drive appointments to see a CBA Financial Planner.
BUT YOU HAVE KNOW TO START WHERE YOURE HEADING?
ANYWHERE. DO YOU SOMEWHERE.
YOUR FUTURE CAN TAKE YOU

<NAME>,
Be ready for whatever life throws at you, with a little nancial planning. When it comes to deciding how best to protect what you love, the decisions you make are as unique as you are. So its good to have a nancial plan thats just as individual. Its never easy knowing where to start. So drop in for a complimentary initial session with one of our Financial Planners. They will ask you about your life rst, and money second. That way, they can better understand where youre at and what you need to do to best protect your assets, whatever your situation. Its never too early to start planning for your future. So spare a few moments to take a look at what lies ahead and let us show you how you can reach your goals. Not one day, but today.
The mailer was delivered in a rain-proof casing <NAME>, YOUR FUTURE and unfolds like a travellers map.
CAN TAKE YOU
TODAY.
Call to action inside, personalised by state BUT YOU HAVE
ANYWHERE.
TO START
Be ready for whatever life throws at you, with a little nancial planning. When it comes to deciding how best to protect what you love, the decisions you make are as unique as you are. So its good to have a nancial plan thats just as individual. Its never easy knowing where to start. So drop in for a complimentary initial session with one of our Financial Planners. They will ask you about your life rst, and money second. That way, they can better understand where youre at and what you need to do to best protect your assets, whatever your situation.
Younger Adults (30-54)
Brian Moseley General Manager Retail Sales Support
IT ALL STARTS IT ALL HERE. WITH STARTS OVER IT ALL 1000 COMMBANK HERE. BRANCHES STARTS WITH OVER IT ALL THROUGHOUT 1000 COMMBANK AUSTRALIA. HERE. BRANCHES STARTS GOOD AUSTRALIA, ADVICE IS ACROSS WITH OVER IT ALL NEVER FAR AWAY. 1000 COMMBANK GOOD ADVICE IS HERE. STARTS NEVERBRANCHES FAR AWAY. WITHACROSS OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS HERE. BRANCHES STARTS NEVER FAR AWAY. WITHACROSS OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS ACROSS HERE. BRANCHES NEVER FAR AWAY. WITH STARTS OVER AUSTRALIA, 1000 COMMBANK GOOD ADVICE IS HERE. NEVERBRANCHES FAR AWAY. WITHACROSS OVER
SOMEWHERE.
Its never too early to start planning for your future. So spare a few moments to take a look at what lies ahead and let us show you how you can reach your goals. Not one day, but today. Book your complimentary
initial session today.
Visit: commbank.com.au/nancialplanning Call: 1300 106 702
Book your complimentary initial session today.

Visit: Visit: in branch commbank.com.au/nancialplanning
Call: 1300 595 534
Book your complimentary initialVisit: session today.

in branch Visit: commbank.com.au/nancialplanning
Call: 1300 595 534
SOMEWHERE.
Book your session today.
Call: 1300 106 702 Visit: in branch Visit: commbank.com.au/nancialplanning
BUT YOU HAVE TO START

They will ask you about your life rst, and money Come in for a complimentary initial session with a Commonwealth Financial Planner second. That way, they can better understand and walk away with a better understanding where youre at and what you need to do to best of where you could go. protect your assets, whatever your situation.
REACHING ANYWHERE. 55.
YOUR DISCOVER FUTURE <NAME>, SOME OF THE CAN TAKE YOU BENEFITS OF

Call: 1300 595 534
Book your complimentary initial session today. Visit:

Find your nearest branch:
commbank.com.au/locate-us SCALE 0
Call: 1300 595 534
Book your complimentary initialVisit: session today.

Call: 1300 595 534
Find your nearest branch: 100km commbank.com.au/locate-us 200km

SCALE 0
AUSTRALIA, 1000 COMMBANK GOOD ADVICE IS BRANCHES NEVER FAR AWAY.ACROSS AUSTRALIA, GOOD ADVICE IS NEVER FAR AWAY.
150kmcommbank.com.au/locate-us 300km
SCALE 0 50km
Call: 1300 595 534
Visit: in branch
100km commbank.com.au/locate-us
SCALE 0
150km commbank.com.au/locate-us 300km
SOMETHING SPECIAL HAPPENS WHEN YOU HIT 55.
SOMETHING SPECIAL HAPPENS WHEN YOU HIT 55.
STRATEGY
SCALE 0
SCALE 0 50km
SCALE 0 150km 300km
We split the audience of existing CBA customers into three target groups and tailored the messaging for each, making it relevant to their life-stage. All versions addressed a journey. Your future can take you anywhere. But you have to start somewhere , illustrating how easy it is to get started and unfolding into a map showing CBAs extensive branch network in the recipients state.
55.
Call: 1300 106 702
DISCOVER SOME OF THE BENEFITS OF REACHING

Visit: commbank.com.au/nancialplanning Visit: in branch
<NAME>,
When you reach 55, something special happens. A wide range of new superannuation benets become available to you, and chances are, some great tax advantages too. Together they can help you unlock a whole host of opportunities, both now, and when you retire. We know its never easy keeping up with all the changes by yourself. So drop in for a complimentary initial session with one of our Financial Planners. Theyll explain some of the benets of reaching 55 to you and help you understand how you can make the most of them. So dont miss out on benets that are rightfully yours, come and talk to us.
SOMETHING BUT YOU HAVE SPECIAL TO START HAPPENS WHEN YOU HIT 55.
ANYWHERE.
55.
Call: 1300 106 702
DISCOVER SOME OF THE BENEFITS OF REACHING

Its never too early, or too late, to think about planning for the future. So with such a wide target audience, we needed a message that resonated with everyone.
29 versions to distinct target groups
Its never too early to start planning for your future. So spare a few moments to take a look at what lies ahead and let us show you how you can reach your goals. Not one day, but today.
Its never easy knowing where to start. So drop in for a complimentary initial session with one of our Financial Planners.
When it comes to deciding how best to protect what you love, the decisions you make are as unique as you are. So its good to have a nancial plan thats just as individual.
Be ready for whatever life throws at you, with a little nancial planning.
<NAME>,
When you reach 55, something special happens. A wide range of new superannuation benets become available to you, and chances are, some great tax advantages too. Together they can help you unlock a whole host of opportunities, both now, and when you retire. We know its never easy keeping up with all the changes by yourself. So drop in for a complimentary initial session with one of our Financial Planners. Theyll explain some of the benets of reaching 55 to you and help you understand how you can make the most of them.
Adults (55-59)
SOMEWHERE.
The locations of Commbank branches in the recipients state BUT YOU HAVE extensive network. highlight Commbanks
ANYWHERE.
TO START
So dont miss out on benets that are rightfully yours, come and talk to us.
Visit: commbank.com.au/nancialplanning Visit: in branch
SOMEWHERE.
YOU DESERVE ANYAWAITS WHERE. YOU.
<NAME>, YOUR FUTURE THE CAN TAKE RETIREMENT YOU
SOMEWHERE.
RESULTS
859% increase
come and talk to us. Book your complimentary initial session with a Commonwealth Financial Planner today.
You can go everywhere, when youre ready for anything. So dont miss out on benets that are rightfully yours,
ARE YOU READY FOR AN ADVENTURE?
In the month following, CBA had an 859% increase in enquiries about financial planning to their call centre.
<Mr A B Sample> t> <123 Sample Stree 1234> <Sampleville NSW
E YOUR FUTUR CAN TAKE YOU
<NAME>,
wanted to go to.
THE RETIREMENT YOU DESERVE
<NAME>,
Where do you want to visit next? When you retire, youre given one of lifes most valuable gifts. Time. Time to explore all the places you ever wanted to go to. If youve made the most of your superannuation benets, the world is yours to discover. When you reach 60, a wide range of super and tax benets become available to you, which can make a big difference to your retirement. We know its never easy keeping up with all the changes by yourself. So drop in for a complimentary initial session with one of our Financial Planners. Theyll explain some of the benets of reaching 60 to you and help you understand how you can make the most of them. So dont miss out on benets that are rightfully yours. Talk to us and make it easier to get to wherever it is you want to go.
ANYWHERE.
you retire, to visit next? When Where do you want most valuable gifts. lifes of one n give youre ever ore all the places you Time. Time to expl n t of your superannuatio If youve made the mos n you yours to discover. Whe benets, the world is ts bene e of super and tax reach 60, a wide rang e a big you, which can mak become available to ment. retire difference to your all the easy keeping up with We know its never plimentary So drop in for a com changes by yourself. ners. Plan of our Financial initial session with one 60 hing reac of ts bene of the Theyll explain some can make understand how you to you and help you the most of them. fully benets that are right So dont miss out on to make it easier to get yours. Talk to us and go. to want wherever it is you
You can go everywhere, when youre ready for anything.
AWAITS YOU.
ANYWHERE.
THE RETIREMENT YOU DESERVE
The mailing went out at the end of September 2012 and was the only marketing being used to promote Financial Planning.
Things to know before you can: Commonwealth Financial Planners are representatives of Commonwealth Financial Planning Limited ABN 65 003 900 169 AFSL231139 a wholly owned but non-guaranteed subsidiary of the Commonwealth Bank of Australia ABN 48 123 123 124. ADV13143
Call: 1300 109 845 Visit: in branch
GO WHERE YOU WANT TO. WITH OVER 1000 COMMBANK
Book your complimentary initial session with a Commonwealth Financial Planner today.
TO START ARE YOU READY FOR AN ADVENTURE?
BUT YOU HAVE
You can go everywhere, when youre ready for anything.
AWAITS YOU.
BRANCHES ACROSS AUSTRALIA, GOOD ADVICE IS NEVER FAR AWAY, BUT IT CAN TAKE YOU A LONG WAY.
<NAME>,
Where do you want to visit next? When you retire, youre given one of lifes most valuable gifts. Time. Time to explore all the places you ever Visit: to. in branch If youve made the most of your superannuation benets, the world is yours to discover. When you reach 60, a wide range of super and tax benets become available to you, which can make a big difference to your retirement. We know its never easy keeping up with all the changes by yourself. So drop in for a complimentary initial session with one of our Financial Planners. Theyll explain some of the benets of reaching 60 to you and help you understand how you can make the most of them. So dont miss out on benets that are rightfully yours. Talk to us and make it easier to get to wherever it is you want to go. Book your complimentary
initial session today.
Visit: commbank.com.au/nancialplanning Call: 1300 595 534 Find your nearest branch: commbank.com.au/locate-us
We tested a version that took the idea further, illustrating where the right planning could take the reader.
Theyll explain some of the benets of reaching 55 to you and help you understand how you can make the most of them.
We know its never easy keeping up with all the changes by yourself. So drop in for a complimentary initial session with one of our Financial Planners.
When you reach 55, something special happens. A wide range of new superannuation benets become available to you, and chances are, some great tax advantages too. Together they can help you unlock a whole host of opportunities, both now, and when you retire.
ANYWHERE.
Book your complimentary Call: 845 initial session today. wanted 1300 to 109 go
Mature Adults (60-65)
SOMEWHERE.
Book your complimentary initial session with a Commonwealth Financial Planner today.

IT ALL STARTS IT ALL HERE. STARTS WITH OVER IT ALL 1000 COMMBANK HERE. BRANCHES ACROSS STARTS WITH OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS HERE. ACROSS NEVERBRANCHES FAR AWAY. STARTS WITH OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS HERE. NEVER BRANCHES FAR AWAY. STARTS WITHACROSS OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS HERE. BRANCHES ACROSS NEVER FAR AWAY. STARTS WITH OVER AUSTRALIA, IT ALL 1000 COMMBANK GOOD ADVICE IS HERE. ACROSS NEVERBRANCHES FAR AWAY. STARTS WITH OVER AUSTRALIA, 1000 COMMBANK GOOD ADVICE IS HERE. NEVER BRANCHES FAR AWAY. WITHACROSS OVER
SOMEWHERE.
AUSTRALIA, 1000 COMMBANK GOOD ADVICE IS BRANCHES NEVER FAR AWAY.ACROSS AUSTRALIA, GOOD ADVICE IS NEVER FAR AWAY.

initial session today. Visit: Call: Brian Moseley in branch 1300 595 534 commbank.com.au/nancialplanning General Manager Retail Sales Support Visit: Book your complimentary
Call: 1300 595 534
Book your complimentary
initial session today. Visit:

Call: 1300 595 534
ANYWHERE.
SOMEWHERE.

commbank.com.au/locate-us SCALE 0
Call: 1300 595 534

Call: 1300 595 534

SCALE 0
SCALE 0 50km
Call: 1300 595 534
Visit: in branch
SCALE 0
SOMEWHERE.
SCALE 0
SCALE 0 50km
SCALE 0 150km 300km
Brian Moseley il Sales Support General Manager Reta
Brian Moseley General Manager Retail Sales S
So dont miss out on benets t yours. Talk to us and make it wherever it is you want to go.
Theyll explain some of the bene to you and help you understand the most of them.
We know its never easy keepin changes by yourself. So drop in fo initial session with one of our Fin
If youve made the most of your benets, the world is yours to d reach 60, a wide range of super become available to you, whic difference to your retirement.
Where do you want to visit next youre given one of lifes most v Time. Time to explore all the p wanted to go to.
<NAME>,

Financial Planning Board Reduce

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ALIA, DVICE IS COMMBANK FINANCIAL PLANNING FAR AWAY. ONE SIMPLE STEP. 29 VERSIONS. 859% INCREASE.

Book your session today.

YOU CAN BE READY FOR TOMORROW

DO YOU KNOW WHERE YOURE HEADING?

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

DO YOU KNOW WHERE YOURE HEADING?

POSTAGE PAID AUSTRALIA

POSTAGE PAID AUSTRALIA

Call: 1300 595 534 Visit: in branch

Reveal and letter

YOU CAN BE READY FOR TOMORROW

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

Motivate people to see a CBA Financial Planner

BUT YOU HAVE KNOW TO START WHERE YOURE HEADING?

ANYWHERE. DO YOU SOMEWHERE.

YOUR FUTURE CAN TAKE YOU

YOU CAN BE READY FOR TOMORROW

CAN TAKE YOU

Call to action inside, personalised by state BUT YOU HAVE

Younger Adults (30-54)

Brian Moseley General Manager Retail Sales Support

Book your complimentary initial session today.

Brian Moseley General Manager Retail Sales Support

Call: 1300 595 534

Book your complimentary initialVisit: session today.

BUT YOU HAVE TO START

REACHING ANYWHERE. 55.

Book your complimentary initial session today.

Call: 1300 595 534

Book your complimentary initial session today. Visit:

Find your nearest branch:

Call: 1300 595 534

Book your complimentary initialVisit: session today.

Find your nearest branch: 100km commbank.com.au/locate-us 200km

Book your complimentary initial session today.

Find your nearest branch:

Call: 1300 595 534

Find your nearest branch:

150km commbank.com.au/locate-us 300km

Find your nearest branch:

SOMETHING SPECIAL HAPPENS WHEN YOU HIT 55.

SOMETHING SPECIAL HAPPENS WHEN YOU HIT 55.

POSTAGE PAID AUSTRALIA

POSTAGE PAID AUSTRALIA

Find your nearest branch:

Find your nearest branch:

SCALE 0 150km 300km

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

DISCOVER SOME OF THE BENEFITS OF REACHING

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

YOUR FUTURE CAN TAKE YOU

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

POSTAGE PAID AUSTRALIA

DISCOVER SOME OF THE BENEFITS OF REACHING

<Mr A B Sample> <123 Sample Street> <Sampleville NSW 1234>

If undelivered, please return to PO Box 7525, Silverwater NSW 2128

29 versions to distinct target groups

Brian Moseley General Manager Retail Sales Support