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RICHARD WALLACE
Senior copywriter | creative
"PAY YOUR PENSION SOME ATTENTION"
ABI
The Brief
ABI - the Association of British Insurers - are a big deal in the world of finance.
They wanted a big, bold campaign that would get people to care about their pension contributions. 'Bold', from a financial services client, often means 'we're going to use contractions in our copy this time.'
But ABI insisted they really meant it. They underlined 'bold' twice.
The Idea
What's the last thing you'd expect to hear from the UK insurance industry's professional body? If you said 'a few bars of surprisingly articulate grime', well done. You win the toaster.
We gave Big Zuu 24 hours to develop a from-the-heart track about pension awareness, and this is what he delivered.
I was in charge of developing a campaign line, early drafts of the track to sell into the client, and supporting copy - for example, the subline and landing page.
The Results
Coverage in all the right places - the Mail on Sunday, the i, This Is Money, the Evening Standard, and the regionals. A great deal of engagement and approval from within the pensions industry. And some industry award wins and shortlists, including tue PR Week Corporate and City Award for Best Public Affairs campaign for an NGO, Charity or Campaigning Organisation and Thought Leadership Initiative of the Year at the Headlinemoney Awards.
"A MORTGAGE WITH YOUR NAME ON IT"
ALDERMORE
The Brief
One of the UK's most successful challenger banks, Aldermore, wanted to bring their credos "banking for the bold" to life.
They knew that their highly personalised mortgage lending services made them the best choice for many self-employed people, who struggle to get approved (or even considered) by risk-averse high-street lenders.
But how could they communicate that in an eye-catching way?
The Idea
Time to make Aldermore the heroes of the self-employed. After all, freelancers, contract workers and entrepreneurs are the backbone of the economy - they shouldn't be penalised for daring to be different.
This was an OOH and print campaign designed to champion individual freelance groups - from creatives to nurses to builders.
The Results
No idea if mortgage applications went up after this, but if we're measuring in client satisfaction - and often, that's not a bad metric - then this campaign went down a storm. Someone client-side called the copy "genius". Thanks!
"PROFIT FROM PATIENCE"
ALLIANCE TRUST
The Brief
Alliance Trust - an investment trust that's been around since the days of the Oregon Trail - knows a thing or two about patience.
The trust commissioned a piece of research that suggested that investors who move their money around to try to 'beat the market' end up losing more, over time, than they would have made if they simply left their money alone and stayed patient through the frustrating ups-and-downs of long-term investing.
The Idea
Thus the idea of the 'impatience tax' was born - the name given to the figure that average investors could lose if they move their money around instead of keeping it invested in one place.
The corresponding campaign, which was enormously successful by the trust's metrics, brought the idea of 'patience' to life with a series of creative executions, interactive tools, quizzes and a web copy platform (which you can experience here) to get investors to think about their patience levels in a fun and playful way.
The Results
I was informed by the trust that the numbers here were very good. I don't have them to hand, sadly. I'll update this section when I dig them out.
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