LV= 50+ Life Insurance Integrated D2C Campaign

The Challenge

LV= approached Moreish to help them boost sales of their 50+ life insurance.

With no new product features to shout about, a limited media spend and aggressive new ‘big spending’ entrants to compete with, the success of this campaign would depend on an impactful, highly relevant campaign creative.


The Moreish Approach

Previous campaigns with other agencies had focused on celebrity endorsement with limited success in recent years.

At Moreish, we really got under the skin of the customer, focusing on the emotional triggers that might engage the over 50s market and encourage them to look again at life insurance.

The creative idea behind the campaign centred on a ‘bucket list’ of things to do before you die. The underlying lead campaign message was this –

We all wish for different things… but whatever you wish for, make sure looking after your loved ones is top of your list.

To reach the target audience, Moreish developed a high impact direct mailer and successful DRTV advert.

The Results

  • The DM response rates doubled as an average across all mailing cells vs. the previous year’s activity.
  • The campaign creative was so effective that it was white-labelled by Asda for their 50+ activity.