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A Power Station case
study.
Rollercoaster Of An Idea Gets The Message Across
Scottish Life International, a leading providing of financial
services across the UK and Europe, has two core investment products
that are safe and tax efficient, yet their complexity prevented
them from being readily understood either by the industry professionals
or target customers.
The products hedge against falls in the stock market, but take
full advantage of gains. Although they are complex, they are safe
investment vehicles and offer free switching across a vast number
of funds. They are backed by up-to-the minute data available on
Scottish Life International's extranet platform.
The challenge was to find a way to get these messages across,
using a creative theme that could be communicated across a diverse
range of media, including print advertising, the Internet and roadshow
events.
The campaign would need to be rolled out across the UK and Europe,
and tools and sales had to be developed for Independent Financial
Advisers
(IFAs).
Specialists from The Power Station developed an integrated framework
for a marketing and communications programme, ensuring that all
activities were fully co-ordinated and that the budget was used
to maximise the performance of the sales team.
An innovative creative treatment was developed, featuring UK comedian
Dominic Holland, called 'The Rollercoaster Roadshow', which created
a wide amount of interest in the industry.
The programme included an interactive CD-ROM with a video showing
Dominic Holland describing the benefits of the two products. A
simple and fun game was devised to allow IFAs to sample the products,
and they could use the game when talking with clients. Useful links
to web sites were built into the game.
The Rollercoaster Roadshow then took to the road, with Dominic
hosting a series of ten events throughout the UK and the Isle of
Man. These shows enabled Scottish Life International executives
to reach more than 2,000 key IFAs.
Underpinning these activities was a programme of trade press advertising,
which included the CD-ROM as an insert, reaching around 17,000
IFAs.
John Allison, Marketing Director for Scottish Life International,
said: "We knew our products were good,
but also knew the industry professionals and our ultimate customers
needed helping in understanding their benefits.
"The campaign was a refreshingly
different approach and helped us get the message across. It also
enhanced our image as a forward-looking organisation. We are
now beginning to see the effect on product sales."
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