Original direct mail campaign ideas
Interactive, pull-out direct mail
High Impact Direct Mail campaign
High Impact Direct Mail
Direct Mail campaigns for intermediaries
Supporting literature for financial advisers
The Challenge

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.

Moreish Results
  • 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

Mediums Used

  • Direct Mail