Spearpoint Retirement Services Ltd
THE CHALLENGE
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Establish Spearpoint Retirement Services Ltd (SRSL) as market leader for retirement solutions
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Achieve significant brand awareness for SRSL
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Convert targets to SRSL brand advocates
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Generate relevant and timely media coverage to provoke debate of key retirement issues
SERVICES DELIVERED
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Strategic campaign creation and direction
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Research
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Brokering significant local partners for support
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PR
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TV and Press advertising
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Microsite
THE SOLUTION
Orchid Communications developed a campaign that focused on highlighting the often woefully inadequate personal pension products in the market. The bedrock of the campaign was a comprehensive, independent survey of pension holders contributing to a product that is not right for them. The campaign ‘Are you a victim of Pension Neglect?’ was unapologetically dark in tone, but was designed to encourage people to re-engage with the modern, and far more flexible, pension solutions available. The Pension Neglect campaign ran on and offline. TV ads were deliberately silent and undeniably attention-grabbing. The call to action was a micro site to read more about the survey results and the best way to improve your pension solution.
THE RESULTS
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Significant increase in enquiries to SRSL
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Increase in business lead generation
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Significant, measurable increase in awareness of SRSL
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Full support of Age Concern Jersey and Senior Citizens Association
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News coverage across all local media with live broadcast and news headlines
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Over 1000 unique websites
“Orchid Communications approached our recent campaign as if they were a part of the Spearpoint Retirement Services Limited in-house team, demonstrating a real understanding of our organization and our market throughout. The driving force behind the bold look and feel of the ‘Pension Neglect’ campaign was a comprehensive research survey, undertaken by Orchid prior to launch. With such a strong bedrock underpinning our message, we were confident that we had a compelling and legitimate platform to engage with local media. The feedback we’ve had from the campaign has far exceeded our expectations.”
MEEKU PATIDAR, MANAGING DIRECTOR