Yes Jab this is a beautiful ad. It tugs at the heart strings – doesn’t it. Alas, I don’t have any numbers on how the campaign went. But from a qualitative point of view – you can see it works! If you do come across any numbers – pls do let me know (plus the source) and we’ll add it to the post & credit you. Best wishes, Paul

As more analytics become available marketers can understand customers better than they know themselves. There is a very reasonable debate about the ethics of this, particularly as recent riots in Washington are partly attributed to social media’s unethical data manipulation. Essential viewing: Social Dilemma (docu-drama on netflix). HOWEVER, this beautiful example of a bank understanding its customers so well, that it delights them, with extremely thoughtful and very personalised gifts is very powerful & emotional.