How do you effectively promote an added-value medical support service to both advisers and consumers?
To inform our Helping Hand campaign proposition we carried out interviews amongst advisers, and then rapidly tested creative territories amongst a broader consumer panel online. Our optimised campaign idea supported the idea of personal support whenever you need it, flexing Royal London’s eccentric brand personality across DM, sales aids, digital advertising, content and animations.
The campaign cut through with advisers, resulting in 50% recall and a 300% uplift in website traffic. We picked up a Marketing Society Star Award Gold for financial services.