Our job was to promote the increasingly popular Income Drawdown range of products. LV= are innovators in the market. Their product delivered against 5 key criteria where all other providers could only deliver at best against 4. The only problem was that many IFA’s didn’t know this.
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.
The MI this generated has been gold dust for the sales team and the results of the campaign, in the clients words, were ‘unprecedented’. There was a 24% click through rate for the email, with 67% of IFAs going to the landing page completing the survey. The campaign was a finalist in Money Marketing Awards.