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PLAN FROM THE PRU
TBWA\GGT, London / PRUDENTIAL / 2004
Overview
Credits
Overview
CampaignDescription
The brief was to improve on the original ‘Plan from the Pru’ campaign, which relaunched the brand and enabled consumers to plan every aspect of their finances. Visitors to the online Plan were asked a series of questions and channelled to relevant information via two navigation options. Planning information was presented in smaller chunks, was less linear and more web-appropriate. Responsiveness was increased by multiple calls-to-action, directing visitors to Independent Financial Advisors or the Pru. The Plan webpages also let visitors download and print PDFs of detailed paper-based ‘pocket planners’ for offline planning.
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