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Educate and motivate IFAs

Challenge
Promote the increasingly popular Income Drawdown range of products. LV= are innovators in the market and were no.2 for income drawdown. LV’s product delivered against 5 key criteria where all other providers could only deliver at best against 4. The only problem was that many IFA’s didn’t know this. Our job was to educate and motivate them.

Thinking differently
Demonstrate just how big a hit LV= have become in this specialised area of retirement planning. More people are crossing over to them (a key message) and they are soon to be No.1 (another key message). We wanted to make it look different to the usual communications they got, and make LV look like the innovators they are. We also wanted to use a language that was in keeping with the age of their customers.

We created impactful DM that links to a digital solution. It included a vinyl record (it does actually play a message for those who still have a turntable) with a ‘pensions’ take on an iconic record cover. The record explains why more and more people are crossing over to LV= and offers the IFA the chance to win a state of the art music system by visiting a bespoke LV= landing page we also built by scanning the mailing. The IFA is asked to tell who their current drawdown provider is and to rate them against the 5 USPs of the LV= offering.

Results
The MI this generated has been gold dust for the sales team and the results of the campaign, in the clients words, were ‘unprecedented’. There was a 24% click through rate for the email, with 67% of IFAs going to the landing page completing the survey. The campaign was a finalist in Money Marketing Awards.

 

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