An integrated campaign, 'The Plan From The Pru' was developed to convince the public to plan their finances and make informed decisions about every aspect - even those not covered by Prudential's products.Thought-provoking advertising and an engaging customer mailing initiated a conversation about financial planning. The dialogue was deepened through fulfilment direct mail pieces, IFA communications and an online Plan, exploiting the web’s particular strengths.In the spirit of 'The Man From The Pru', the campaign had a disarmingly human, straightforward tone and an insight into people's lives unique among financial services providers.

Customers wrote to the Pru to request further copies. Feedback showed many people found the Mini Money Book to be novel and original, filled with 'practical advice in user-friendly language'.The Bank of Ireland is currently working with the Pru to use the Mini Money Book in their own back branches as a means of prompting people to begin planning for the future.Awareness of Plan from the Pru rose to 39%, 'very happy to deal with Pru' among existing customers rose from 50% to 64% and satisfaction ratings for communications from 75 to 79% - now higher than any major competitor*. Traffic to www.pru.co.uk rose from 11,000 to 27,000 site visits per week with calls to 0800 reaching 74,995.*Tracking and Customer Satisfaction Research