Direct > Product/Service
THE PLAN FROM THE PRU
TBWA\GGT, London / PRUDENTIAL / 2003
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
The brief was to relaunch the Prudential brand after a long period of inactivity. The specific aims were to:• Give the brand permission to compete beyond its insurance and pension heartland into the wider arena of financial services.• Rekindle the long and trusted relationship that the direct sales force (affectionately referred to by the public as 'The Man From The Pru') had with customers, before its recent abolition.• Create a sense of purpose for the business.
CampaignDescription
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.
Outcome
Since the objective was chiefly brand-focused, return on investment is not strictly relevant.
However, during the three-month campaign, telephone response was 20,294 and web hits increased from 9,000 weekly to 27,000. There was also evidence of increased sales - e.g. targets for protection products were met with no specific marketing activity needed.More relevantly, awareness of The Plan From The Pru rose to 44%, 'very happy to deal with Pru' rose from 50% to 64% among existing customers and satisfaction levels for communications from 75% to 79% (higher than any major competitor's). These all met or exceeded targets.
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