High performance pensions campaign

In response to lacklustre performance from previous pensions campaigns to brokers we crafted a messaging strategy that increased enquiries 180% over prior campaigns.

Their challenges

Responses rates to broker promotional campaigns were below target and broker consultants were reporting that Friends Provident was not typically ranked high in the brokers’ consideration set for pension products. Friends Provident’s design agency did not have the necessary marketing expertise and we were asked to devise a more effective messaging strategy.

The approach

We initially conducted an in-depth analysis of Friends Provident’s major competitors for its pensions product lines. Through message content analysis we were able to detect patterns that were present in the more successful providers yet absent in those with lower pension sales. This enabled us to establish the ‘ground rules’ for success in the broker channel.

We then had to decide on a message that followed the ground rules yet also had sufficient stand-out and brand differentiation.  To do this we then turned our analysis towards Friends Provident and its performance in may areas within and outside of it positioning as the ethical provider. We unearthed areas of first-class performance that had largely gone unnoticed and therefore unannounced. This formed the basis of our campaign with the hook ‘Unlock the best kept pensions secret’, using a heavy duty, traditional padlock as the creative device

Outcome

Broker enquiries to the innovative campaign increased enquiries 180% over prior campaigns.