PensionsFirst Analytics direct mail case study

Bringing a complex financial idea to life is never easy, but it’s even harder when your target audience comprises senior decision-makers in organisations handling £100m+ UK pension schemes.

B2B agency Earnest devised an integrated campaign to launch PensionsFirst Analytics’ PFaroe service. The first step was a high-impact and highly personalised piece of direct mail containing a GPS device.

The outer case of the mailing read ‘Lost?'. Inside recipients discovered the device along with a ‘Found’ booklet explaining how PFaroe's new pension scheme risk management service could benefit their companies.

The handy gadget drove home the message that PFaroe was like a GPS for pensions – it allowed firms to pinpoint the position of their schemes and make informed decisions about their next move. It also helped to prove to the target audience that PensionsFirst Analytics understood the issues they were facing.

The mailing achieved impressive response rates with 60% of the targeted firms agreeing to a meeting.