1. Standard Life Bring it Home Agency: Drawing Inc anpost.ie/mailmedia

2. Bring it Home The Challenge Standard Life wanted to promote their new pension product that enables people who have previously worked in the UK, to bring their UK pension home to Ireland. However, with pensions being notoriously boring, perceived to be complex and difficult to understand, even for some financial advisors, Standard Life were faced with a difficult proposition challenge.

3. Bring it Home The Target Market The top 2,000 financial advisors on their database, of the brokers targeted we wanted to get the attention of those who have clients who had worked in the UK for several years, and are now living in Ireland and have a sizeable pension or UK citizens who now live in Ireland.

4. Bring it Home The Thinking The strategy was to target financial advisors with clients in the UK with a high impact, memorable direct mail campaign that would generate leads and meetings. They needed to ensure that the recipient grasped the concept as soon as they received the direct mail campaign.

5. Bring it Home The Mailing To achieve this, they created the big idea ‘Bring it Home’. Each financial advisor was sent a personalised, branded box, with a welcome note, Bring it Home guide, and a triple pack of Toblerone bars in an ‘airport shopping’ wrapper to emphasis the transportable nature of the pension offering. The concept was tested in-house and with selected financial advisors before fully rolling out the campaign.

7. Bring it Home The Results Sales targets were exceeded and relationships re-established with a number of ‘lapsed’ contacts, delivering exceptional return on investment.

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