TIAA-CREF gave us an assignment to get the phones to light up for their Portfolio Advisor program. We developed an interactive direct mail piece with a wheel that let the recipient "dial in" their investment goals. In addition to the wheel, the package contained a letter which asked the question, "What should your portfolio look like? It should look like you."
This piece did so well, we won a branding assignment for customer engagement. I developed the theme line "Retirement Know-How" which won us another assignment for a welcome kit and customized streams of direct mail which kept me busy writing 60 different letters for the entire engagement stream.