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

  • 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