Crayon is an independent agency with three divisions: Insight, Direct Advertising and Interactive.

1. Objectives

Create a lead generation campaign for investment products to run within partner building societies. Educate customers about the benefits of ‘portfolio diversification’ (spreading risk) to result in leads to branch financial advisers.

2. Strategy

We conducted a series of interviews with building society customers, branch/counter staff and advisers. We found that not only was there was near universal confusion about investments and spreading risk but staff lacked confidence on the subject and would avoid drawing attemtion to this. We needed the counter staff to identify prospects for investments and proactively raise the subject so it was necessary to educate staff too.

3. Solution

We developed a very simple attention grabbing campaign using slices of different kinds of fruit and very simple language to represent diversifying your portfolio in a non intimidating way. Fruit is the last thing you expect to see in an environment crammed with rate led messages with the ambition to get customers to ask about it. This also made it easier for branch staff to understand and engage customers with.

We created an amusing and very clear training DVD for branch staff featuring ‘Clever Trevor’ the financial fruiterer. It explained portfolio diversification, the campaign that NU were running and how they could win a competition if they created good quality leads for their in store adviser. It was also backed up by prompt cards to help them have conversations with customers.

In store we created posters, interactive flyers, various brochures and boxes of fruit salad sweets to leave out for customers. Some building societies even cut up fresh fruit.

4. Results

Adviser leads doubled in most building societies during campaign.

Norwich Union sales team said that the training DVD had gone down partuclaly well. Building Societies have been asking for similar campaigns for the next quarter.

Quoted as one of the best campaigns by Norwich Union internal staff.

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