Turning on the light.

• Position: Direct Mail - Bank advertises through mail - Brief article

Institution: First Western Trust Bank, Denver

Asset size: $683 million

Agency: LRXD, Denver

The bank sent a direct mail piece to targeted business owners who had 401(k) plans with rival financial services institutions.

The direct mail piece had a message written in invisible ink that the recipient could only read by pointing the black light enclosed with the mailer at the section of the mailer containing the hidden message.

The bank explains that a lot of retirement plan providers bury their fees inside the 401(k) plans they prepare--which often means that clients earn less on their investments--while the providers earn more. The bank says it used the direct mail piece to cast light on the hidden secret.

The idea of the campaign was to convey...