In order to boost customer service credentials, LV= were the first pension provider to offer a service guarantee. They were prepared to put their money where their mouth is and offer to pay their clients’ Pension Drawdown tax-free cash payments within 7 working days. If the tax free cash was paid late (for any reason) they promised to pay them £1,000. No ifs, no buts.
LV= wanted to raise awareness of this offer and in doing so, communicate the fact that LV= had customer service and integrity at its heart.
The Moreish Approach
Moreish devised a high-impact way to dramatise this unique service proposition with single-minded, highly targeted direct mailers to financial advisers.
200 top-tier, high-value prospects received a high-impact mailer of a highly branded box of 7 socks – with the promise that their guarantee would be met ‘by the time you’ve worn all of these’.
1,500 lower-value prospects were sent a die cut heart shaped direct mailer.
- The campaign generated so much awareness in adviser offices that hundreds of other IFAs requested the mailer. We had to produce a 2nd run of the campaign!
- Post campaign follow-up calls ensured that 100% of advisers targeted are now aware of this unique service proposition from LV=.
100% awareness of LV=’s service offering amoungst target audience post-campaign
- Winner of Marketing Week Engage Business to Business Award
- Marketing Week Engage Financial Shortlist and Winner of the 2013 B2B Awards
- Direct Mail