12:04PM December 21 2012

Weird Creatures Trade Campaign

Skandia wanted to re-establish their position in the wealth management market and reaffirm their brand presence and product and service offering with financial advisers. So we created a trade campaign that would change the conversation by re-engaging with advisers, rebuild confidence in the Skandia proposition and generate noise around their innovative products and services.

We undertook detailed interviews with advisers to gain a deeper insight into the key challenges they face and their opinion of Skandia. One message was clear; advisers need to feel comfortable that their preferred partner is able to quickly adapt to changes within the market as they happen. From this we were able to develop the proposition of ‘Skandia: Leading the industry into the future through innovation’ which would lead us to the Weird Creatures campaign.

The idea behind Weird Creatures was that like Skandia’s ability to transform to meet the demands of an evolving and challenging industry, these animals have been able to adapt to change within the environment that they live. The creative combined strong, simple imagery with wry humour, whilst the tone of voice reflected how Skandia anticipates and adapts to change, and supports advisers.

The campaign is currently running across press, email and online advertising. Two press ads were finalists in the Money Marketing Awards 2013 for Best Business Press Advertisement. ‘Weird Creatures – Pension’ came third.

Anecdotal feedback from the IFA audience suggests positive reassessment of the Skandia brand and offering.

Phase 1 banner ad click-through rate 0.24% (vs. benchmark of 0.11%).

Posted by: Editor at 12:04pm December 21 2012 | Permalink