Background
The financial sector is perhaps more crowded than any other, which is not surprising given the potential rewards. Marketing has thus always played a vital role, and nowhere more so than in reaching financial advisers (and thereby their clients).
How do you create a point of difference in such a crowded market?
Solution
Eagle Star talked to the leading direct marketing agency of its day, Ogilvy One. The agency’s Creative Director was the legendary Steve Harrison. And he passed the task on to a creative team – myself and an art director.
Many financial products come with multiple charges, some of them hidden. This particular range of ‘with profits’ funds did not. Hence our solution – a mailer printed or transparent cellophane. Even the envelope was transparent. Steve liked the idea and, despite being more expensive to produce than the initial budget allowed for, it was sold to the client.
Results
The campaign won a raft of awards. More importantly, it did the business. Eagle Star became the preferred choice for ‘with profits’ funds to recommend to their clients.
Read more about my financial copywriting services.
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