Planning / Insight / Strategy
Brief
Proposal for the launch of 'Premier 21' A&L's current account targeted at young workers.
Generate a 3-fold increase in the rate of sale.
Insight
The banking sector is cluttered with incentives and attribute based comms.
Young workers are interested in help and advice. They're keen to further and accelerate their success.
Proposition
Inspired Choice.
Solution
To create a campaign that inspires young workers to think about what they want to do and achieve.
Work with ten well known, influential mentors across different professions to provide money-can't-buy access for young workers.
Media, PR, Online (inc. Podcasts), Peer-to-peer, and Events.
Results
15,300 account sign-ups, across 6 month campaign window.
80% increase on previous year.
Awards
"Overall Excellence Award"
Financial Innovations Awards 2007
