One Family – FAS Awards Campaign

The Challenge

This was one of the first communications that financial advisers received from OneFamily after the merging of Engage Mutual and Family Investments.

The campaign performed a dual purpose – to encourage advisers that had previously worked with Engage Mutual to vote for OneFamily in the 2015 Financial Adviser Service Awards, and to reinforce the new OneFamily brand.

Moreish Approach

In a recent survey carried out by Engage Mutual, 99% of financial advisers found them ‘easy to do business with’. These impressive results formed the backbone of our campaign.

The creative theme, around plain sailing, easy business ran through the various aspects of the integrated campaign. With the strapline:

‘If simple floats your boat, then give us your vote’

To encourage advisers to vote in the awards, OneFamily sent a series of four emails over the 5-week voting period.

The dedicated landing page included a prize draw and results from the recent intermediary survey that re-enforced the message, encouraging advisers to vote positively.

Advisers were also sent a direct mail campaign, which included an origami boat – serving as a physical desk reminder and brand re-enforcement.

The Results

An impressive 158 financial advisers entered their details into the prize draw. The first of the email series received an open rate of 23.24% – above the industry average.