Tony Skinner TBWA\GGT Copywriter & Michael Elyatt Planner ex TBWA\GGT To develop the Plan from the Pru - the campaign which successfully relaunched the brand in 2001.There were four objectives: To continue to support the trusted relationship Pru has created with its customers, originally through its direct salesforce ('The Man from the Pru') and now through other contact channels.To reinforce the brand as able to compete beyond its insurance and pensions heartland, in the wider financial services arena.

To empower people to make financial decisions by giving them relevant information.

To make the new Plan more accessible and responsive. We fractured the planning information into 'bite-size chunks' and empowered people to choose only those relevant to them.

Offline, enquirers were initially sent the thought-provoking guide, ‘How to Plan your Money’. This helped them choose from 18 ‘Pocket Planners’, each covering a different financial issue.

Online, Plan pages were located on Pru’s main website. Visitors chose from two navigational routes - one via financial/life issues the other simple financial categories -to reach smaller 'chunks' of relevant information.

Both routes cross-referenced each other, and included multiple calls-to-action to speak to an IFA or Prudential directly. Luis Felipe   Marketing Director   SalemMarcio Salem   Creative Director/Copywriter   Salem

We fractured the planning information into 'bite-size chunks' and empowered people to choose only those relevant to them.

Offline, enquirers were initially sent the thought-provoking guide, ‘How to Plan your Money’. This helped them choose from 18 ‘Pocket Planners’, each covering a different financial issue.

Online, Plan pages were located on Pru’s main website. Visitors chose from two navigational routes - one via financial/life issues the other simple financial categories -to reach smaller 'chunks' of relevant information.

Both routes cross-referenced each other, and included multiple calls-to-action to speak to an IFA or Prudential directly.

Results were outstanding and a huge improvement on those of the original Plan from the Pru.Over 30,000 ‘Pocket Planners’ have been requested or downloaded (an option given on the Plan web pages). This equates to three times the response to the original Plan!Web visits peaked at a 448% increase on pre-launch figures.And 1,500 sales leads were generated by the new Plan, which contributed to a marked increase in sales in the fourth quarter of 2003 (i.e. immediately post launch ).To quote the client: “An enormous improvement on a highly successful and much-lauded campaign.”