The strategy allowed the development of a strong brand platform statement within the category. In addition to using the differentiation and leadership nature of the message, we were able to support a uniquely different and highly visible leadership position in our media environments with strong clutter-breaking impact units. The coverwraps, gatefolds and editorial gatefolds that we employed garnered substantially higher recall and response than the competitive set could realistically combat during our launch period.

Last autumn, this strategy was implemented in several markets. We realised substantial increases in post-wave quantitative focused on message attributes, awareness and favourability. The national programme is breaking now, so results are anecdotal. However, we’ve received positive feedback from financial consultants praising our efforts and citing positive feedback from consumers.