Scottish Provident set standards across the protection industry in 1995 by introducing a more flexible 'menu of benefits' approach. They provide cover through Independent Financial Advisors (IFAs) or intermediaries, rather than direct to the consumer.
In 2011 they decided to bring in a variety of product and service enhancements in order to reposition themselves as the pioneer of the protection market. These measures also meant a change in commission terms for IFAs.
Scottish Provident asked LEWIS to communicate these changes to IFAs whilst emphasising their strong history. The aim was to re-establish themselves as market leaders, attract new IFAs and retain existing clients.
The campaign slogan "Redefining the market again" embodied the strength of positioning and message that Scottish Provident wanted to achieve.
Visually the impact of the improvements were demonstrated by a single lightning strike during a thunderstorm. After the storm, the sky clears and a new era of protection dawns.
We told this story in a number of ways:
- Direct mail and email
- A dedicated one page campaign microsite which makes innovative use of parallex layers to give extra visual depth as users navigate the site
- High profile press advertising including cover takeovers
- Online advertising including Scottish Provident's first promotional video which we created alongside Freakworks, with an original score commissioned from Simon Reid Music.
We also asked IFAs for feedback on how Scottish Provident could make further improvements, offering incentives such as a prize draw to win £1,000 worth of Virgin Experience vouchers.
The innovative campaign allowed Scottish Provident to convey the direct link between the improved proposition and new commission terms. The campaign resulted in a 16.9% average increase in applications and 1,751 new supporters - a great achievement for all involved.