Winterthur Life
Winterthur Life is a pensions and investment company, now part of the AXA group, which specialises in high net worth clients.
Product ID and Launch - ‘The One from Winterthur'
Brief
To launch a pension capable of being tailored to a clients’ specific needs, irrespective of their life stage. The brief included developing a name, designing the look and corporate ID, as well as creating the advertising, direct mail and online support. This was the key task for Winterthur in 2008 and GBCreative were awarded this in a three way pitch.
Solution
‘The One from Winterthur’ was created and given a look that suggested this was something big that would change pension provision. The strapline: ‘Introducing a pension as individual as you’ - emphasised the bespoke nature of the offer. This was launched across various Financial Trade Press titles, including Money Marketing and Investment Week in November 2008.
Corporate Branding - 'Word is getting around'
Brief
Winterthur had some strong attributes as an investment provider but recognised that they were not front of mind for many IFAs. They needed a campaign that would address this.
Solution
We positioned Winterthur as the ‘trade secret’. We aimed to get the trade to review their position with a campaign that suggested people in the know used Winterthur. We devised ‘Word is getting around’. This was enthusiastically received both internally as well as creating huge impact in the IFA press, supported with DM.
Mini mailers
Brief
To mail IFAs with tactical pieces that highlighted a particular strength of Winterthur.
Solution
These mailings were sent quarterly and not only promoted the particular product or service, but built Winterthur’s reputation for delivering a superb investment range. The engaging nature of the creative and handy size meant that they were also adopted enthusiastically and used effectively by the sales force.
