Legal & General

Street Wise

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

Intermediaries (mortgage advisors) were not joining the newly revamped Mortgage Club portal.

Black & White Thinking

The Mortgage Club had lots of great content, but low awareness. To address this, we:

Developed an integrated B2B campaign that communicated the benefits of the information hub as a place that keeps you in the know; it’s your ear to the ground

Created the concept ‘Street Wise’, a colourful, engaging, graffiti themed campaign

Used a variety of channels to get the message across when and where intermediaries are most open to it

Constantly monitored performance and adjusted creative treatments accordingly

Problem solved

67% increase in traffic to Mortgage Club

26% increase in the recruitment of new intermediaries

Best Business to Business campaign Marketing Week