The Value of Responsibility

IDEA

The idea of responsibility that’s behind our work for Investec’s Mortgage Protection product is a good philosophy for our ongoing work with the brand as a whole. They aren’t a huge bank, they aren’t for the masses, and they don’t put a ton into their marketing budget. Everything we do has to be smart and effective.

Which brings us back to this campaign specifically: A complex product. A fragmented audience. And we weren’t allowed to focus on the reason to purchase: death.

On very little budget, we broke through using honesty, simplicity, and emotion – with a 15% increase in email open rates, a 2.33% increase on CTR, way more policies sold than they hoped for, and most importantly happy clients.

ROLE: CD