STOP & THINK
With an integrated campaign
to change perceptions of
Over 50s life cover
In recent years, the majority of Engage Mutual’s business has been generated via the intermediary market. So attracting new Independent Financial Advisers (IFAs), and retaining and nurturing existing advisers is key to success.
Engage Mutual asked Cherry Tiger to develop an integrated, single minded campaign, demonstrating to financial advisers why Engage Over 50s Life Cover is a clear leader in the intermediary market.
Breaking with tradition, the campaign featured a consumer, not a financial adviser, asking a direct question about a potential need which is fulfilled by the product. The approach gave Engage valuable standout in a sometimes comparatively bland B2B environment.
Focussing on what makes Engage Over 50s life cover superior to other cover on the market, the campaign’s simple but compelling message “Stop. Think. Not all Over 50s Life Cover is the same” was developed.
Each month the campaign focused on a different benefit, enabling us to convey a range of different USPs. Off the page ads were supported by emails, online banners, news stories, posters and engageadviser.com activity, all integrated to reflect the same question and benefit. Activity was further supported with infographics, reports and webinars.
"Stop Think was a highly successful integrated campaign. Results exceeded expectations and the feedback that the Commercial Team received from Intermediaries within our Business Development Segment was overwhelmingly positive."
Duncan Hardie, National Account Manager