We demonstrated just how big a hit LV= have become in this specialised area of retirement planning. More people are coming to them (a key message) and they are soon to be No.1 (another key message). We wanted to make it look different to the usual communications an IFA gets, and make LV look like the innovators they are. We also wanted to use a language that was in keeping with the age of their customers.
The high impact DM links to a digital solution. The vinyl record (it does actually play a message for those who still have a turntable) with a ‘pensions’ take on an iconic record cover. The record explains why more people are choosing LV= and offers the IFA the chance to win a state of the art music system by visiting a bespoke LV= landing page. The IFA is asked to tell who their current drawdown provider is and to rate them against the 5 USPs of the LV= offering.