Strategic & Creative Marketing that works
Launched in 2009, The Royal London 360 Personal Investment Management Service (PIMS) is one of the key products in the company’s portfolio. In 2011, the product was updated to provide a wider range of investment options and we were asked to create a re-launch campaign aimed at IFAs, which would instantly set PIMS apart from the competition.
For PIMS to have instant impact in such a highly competitive market, we needed to give the product an identity, which would be instantly recognisable amongst international IFAs.
For Royal London 360, one personality instantly resonated as having all of the attributes they felt the IFA community would most be drawn to -James Bond, 007. So with our ‘leading man’ cast, we just had to come up with a suitably compelling ‘script’/campaign to draw parallels between the character and the features and benefits of the PIMS product.
Following approval of the central PIMS theme, we developed a multi-layered campaign incorporating on and offline advertising, direct mail, a microsite complete with viral game and a 3D movie ‘trailer’.
The re-launch of PIMS has been a resounding success. Royal London 360 has reported a significant increase in business from new clients and sales have smashed the targets set by 35%.