...the image above is of the finished thing. The spiel below, I wrote before the DM piece was made up...
Davin MacAnaney wanted a job as Marketing Director at a challenger-brand online bank. Davin has an excellent track record growing startups; the problem is, the online banks tend to headhunt people with big-bank experience – which is not Davin. But Davin has an encyclopedic knowledge of the finance industry, and he believes the bank that will come out ahead, is the one that will make a key hire of someone with real startup experience. (I agree that this is likely.) He’d written to all the CEOs and other relevant people, and got no reply.
I suggested we need to ‘borrow authority’ – to use ideas that a thought leader has laid out, to support Davin’s position – so that Davin is not arguing the point that these challenger brand online banks need to recruit someone with real startup experience. Instead, we’re presenting that idea as given, and placing Davin as the answer to fill the space.
These challenger brands need to stand out from the herd. To do that, they need a marketing director who stands out from the herd.
Seth Godin’s Purple Cow fit the bill.
Material for the cow: paper / origami – to give the piece the right tone for these guys.
The box the origami cow is in, is a fold-out design. The letter will be printed on the inside of the box – the photo below is before the letter has been printed on the box.
Copy on the box lid:
How will [name of bank] stand out from the herd?
[The photo below is before the words are printed on the box lid – I’ve just written them in biro to show what needs to go where.]
Copy on the plinth:
[Name of bank] will be remarkable
[Photo below is before the words are printed on the plinth – I’ve just written them in biro to show what needs to go where. And as you can see, the corners of the plinth haven’t been glued yet.]
Here’s the letter that will be printed on the inside of the box: