more 2 life have a range of enhanced lifetimes mortgages designed to give a better deal to people with certain ‘higher risk’ lifetime conditions, like smoking. But the client could only benefit from these products if their financial adviser asked them about certain health conditions.
Against the backdrop of a tough business environment, more 2 life wanted to run a campaign to remind financial advisers about their enhanced lifetime mortgages and educate them on the benefit of asking their clients 13 simple ‘yes’ or ‘no’ health questions.
They wanted to try something different from their ‘usual’ line of marketing, so decided to take a chance with a tongue-in-cheek campaign that used double-entendres and cheeky language to grab attention.
The Moreish Approach
Moreish devised a series of ideas for both online and offline material, including a Direct Marketing piece to around 2,000 equity release brokers.
The ‘size matters’ message was a huge hit and more 2 life received numerous compliments, including praise from the marketing department one of their biggest competitors!
- Looking at year-on-year results during the campaign period, more 2 life saw an uplift of 21.8% in business volumes.
- These results were achieved despite the market environment and competitive pressures being significantly tougher in the latter half of 2014 than they were in 2013.
- Direct Mail
- Email Campaign
I’ve always been impressed by the innovative and creative routes that Moreish come up with from my initial brief and this has helped us develop a host of memorable, high-impact and successful campaigns.”
Marketing Director, More2Life