Denver 50 Entry: Sneak Peek #2


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The crew at LeeReedy said they were inspired to send us their Denver 50 entry after seeing Integer’s entry earlier this week. Here it is and here’s what they had to say about it:

401(k) Squared, a small company that specializes full-time in 401k plan development, asked LeeReedy to get a big bang out of their modest direct mail budget. On the whole, the marketing done by companies in the financial services industry is safe, corporate and forgettable. We went in the opposite direction — developing a direct mail piece that featured a live fish inside a box adorned with messaging. The concept? “If someone’s not watching over your 401(k), it won’t thrive either.”

Considering our precious, live cargo – and our need to get it in front of the CFO’s, CEO’s and owners of our target companies – all pieces were delivered via courier. Additionally, this allowed us to avoid the gatekeeper who could have reacted in any number of ways. Within weeks, 401(k) Squared had secured a $10M account and was in discussions with a number of large companies to manage their 401(k) accounts, ranging in size from $500k to $20M.

(Click images for a closer view.)

CD: Kelly Reedy
AD: Kelly Reedy, Jack Schuler
CW: Jamie Reedy


  1. Ben September 12, 2008

    Holy jeez.

    Holy jeez.

  2. Media rocks September 12, 2008

    wowza. I want one.

    wowza. I want one.

  3. e kiker September 12, 2008

    Direct mail lives

    Direct mail lives

  4. Paul Suggett

    Paul Suggett September 12, 2008

    It’s got great impact and

    It’s got great impact and cuts through the clutter. No-one could ignore that, especially for such a traditionally dull product. Great idea, great response too (although I wonder how many people will keep the fish or try to palm it off on someone else).

  5. Tom September 14, 2008

    Impossible to ignore, and

    Impossible to ignore, and beautifully designed. Love it!

  6. PalmerPolanski September 15, 2008

    If you got this via courier ,

    If you got this via courier , would you buy in? I didn’t think so.

  7. Tom September 15, 2008

    Probably not. But I’m not

    Probably not. But I’m not looking for someone to manage my company’s 401k accounts, either.

  8. Jamie Reedy September 15, 2008

    Hey Guys. The piece alone

    Hey Guys. The piece alone isn’t meant to close an account. There’s a lot of discussion that needs to take place before a company hands over their 401k for someone else to manage. It’s meant as a door opener for our client to get that first meeting, then close the deal on their own.Thanks.

  9. justinpaluch September 15, 2008

    Very pretty. Was the black

    Very pretty. Was the black disc in the middle food or just there to keep the box from crushing?

  10. Heather September 16, 2008



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