HML's personal digital photo frame

    HML's personalised DM pack

Brand: HML

Agency: GyroHSR

Objectives: HML had a strong presence in the outsourced mortgage servicing market but was keen to capitalise on its transferable skills and expand to appeal to a wider variety of financial institutions. It wanted to promote its new positioning as ‘the ability in financial outsourcing' in a dramatic way that would demonstrate its technological knowledge and capture the imagination of its audience.

Target audience: Decision makers and senior figures within building societies and investment and high street banks.

Solution: A direct mail pack was designed as part of a wider integrated campaign. To reach senior decision makers and bypass gatekeepers it was necessary that the pack was produced to a high quality and was highly personalised. Thus the content of the packs was made relevant to individuals and the segments they operate in. A digital photo frame was the focal point of the pack. The frame presented the opportunity for HML to extend the dialogue in the future by mailing a memory card containing a new set of messages to past recipients.