In a market driven by low premiums and free gift incentives, Guaranteed 50 Plus Life Cover from OneFamily stands out from the crowd as a more sophisticated, premium product offering a much wider range of benefits than simply a cash lump sum to leave as a legacy or put towards funeral costs. With many valuable extras included at no extra cost, it comes with plenty of reasons for
advisers to recommend it.
However with so many reasons to buy available, it had always been difficult to identify a single-minded hook, to help Financial Advisers to consider the product for their clients.
We thought it had a different appeal to different kinds of the customers, but the problem was proving it, as well as helping advisers to look at the product from a wider perspective than price alone.
We commissioned bespoke online research to test out whether there really were different kinds of potential Over 50s customer. The results formed the basis of our approach to OneFamily’s next campaign, as they confirmed that there were 5 identifiable kinds of customer, defined not just by age, gender or social class, but crucially by the attitudes they hold.
This inspired an Adviser marketing campaign entitled ‘There’s more to life than 50.’ The campaign introduced advisers to these new groups, explained what their motivations and concerns were, and went on to show how Guaranteed 50 Plus Life Cover could be positioned to meet those needs.
Our campaign included direct mail, email, social and banner advertising to attract advisers to online hub. Once there, advisers could run an interactive questionnaire with their clients to help them identify what kind of Over 50s customer they were. In addition, the hub provided a wide range of sales support materials to help advisers put together
a compelling case to each customer group.