Bank attempts to kick start some word of mouth

I got an interesting piece of direct mail today, First Direct the online bank operating in the UK and owned by HSBC sent me a pack to help recruit friends to first direct. They are a great bank as they say in their pack 97% of people surveyed would be happy to recommend them however;

1. The pack that they sent it in was boring and did not inspire me to open it.
2. They offered me £25 to get somebody to join which undermines my recommendation.
3. They made no attempt to make me feel special or closer to them.

However they did;

1. Enclose three little story cards of why First Direct is so great to pass on to friends
2. Give the friend who joins £25
3. Make it easy for me to pass the message on.

If they had given me assurance that I would not have been let down with my recommendation and made the offer altruistic I would have joined in. Unfortunately it ended up in the bin, good first effort though. By the way First Direct is great, if you are looking for a good bank please do join them.