LV= Money Where Our Mouth Is

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.


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

  • Generated a 23% uplift in pension business from targeted advisers over the 3month campaign period vs. the same period in the previous year
  • 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!