Launch Value Protection to IFAs
This is one from our back catalogue, but I think you’ll agree, it’s still an elegant creative solution. When GE LIfe launched an innovative new option to their pension product that protects pension pots in the event of death, they realised that the typical IFA sales leaflet probably wouldn’t do it justice.
IFAs need to be inspired, and if the concept also offers a simple idea that they can talk to their customers about in order to sell financial products then we’ve added value well beyond spend. Instead of the letter they we’re going to send out (and sent out as control) our ‘oyster’ campaign was a rather more engaging way to communicate the key benefit of protection and growth. It was used in IFA communications, welcome packs and online in banner ads and email. This was done as the creative partner of marketing consultancy, McCinnes.
The DM achieved 11 times the response of the traditional A4 sales aid they tested it against.
A flexible pension product – changes with you as your life changes
Launch a flexible pension product – changes with you as your life changes. (This is one from our back catalogue, but I think you’ll agree, it’s still an elegant creative solution). GE Life wanted to launch a new innovative Pensions wrapper that used different pension and investment products to deliver real flexibility for the first time.
People want stability and flexibility. They know their needs will change over time, and their investment for their futures needs to be reactive too. We need a visual key that gives IFAs the language to explain the new product simply to customers. We created work aimed at IFAs but which also gave them a simple way to talk about the product to their customers. We created a number of different routes to assess and research. We then developed the style and visual language that fed into all communications from online ads and email to sales aids, from brochures for both IFAs and customers to press ads aimed at the IFA market. We called it ‘Transitions’
When GE Life became LV=, Transitions went with them and remains a major product for LV=. Which is how we got to work on drawdown with LV=.