Legal & General

Deadline to Breadline

Legal and General is one of the UK’s leading providers of Insurance and Assurance products. They look after the financial security of millions of customers.

The perceived problem

Research showed that people are reticent to take out protection products. They wait until it’s too late and often don’t have sufficient or the right levels of protection. People just don’t want to think about critical Illness or life assurance.

Black & White Thinking

Get people thinking about the possibility of losing their income and what would happen. People need to get real, so we:

Developed an integrated campaign, aimed at intermediaries and consumers

Used the emotive concept of ‘Wake up Call’ / ‘Reality Check’

Created relevant executions for a broad mix of media and channels, from PR to social media, press and digital advertising

Constantly monitored performance and adjusted the creative treatment accordingly

Problem solved

Legal and General achieved a record AVE figure for a single campaign of £426,154; and a monthly AVE record for phase two of £374,312.

The campaign also led to a:

4% spontaneous awareness uplift quarter by quarter

2.9% market share increase (ABI data)

Protection Provider of the year award, for 5 years running

Best Business Campaign win, Money Marketing Awards

The campaign was a culture-changer. PR was picked up by the government, who subsequently defined a new group of people as those ‘Just About Managing’.