Integrated campaign for Zurich ISAs uptake

Objectives

• Grow demand for Zurich Stocks & Shares ISA
• Drive applications in a highly competitive consumer market
• Encourage engagement with Zurich as a consumer brand

Background

Zurich wanted to run a direct to consumer campaign during ISA season to promote their stocks and shares ISAs. The main objective was to grow the category of consumers that would consider Zurich as an ISA provider in this highly competitive market.

What we did

Research undertaken by Zurich demonstrated a clear correlation between tangible goals and successful saving. We created a campaign that would encourage potential customers to consider their goals and directly link these to the ISA product to help achieve them.

The campaign had two key stages:

• Demand generation
• Brand response

Demand generation

The primary aim of the demand generation stage was to raise awareness. With a limited budget compared to other ISA provider campaigns, we ran a social competition using #shareyourgoal. People were encouraged to share their life goals on social media for the chance to win a unique, goal-based life experience and an initial investment to help them achieve it.

The campaign was promoted through a range of online activity including display advertising and social posts – predominantly on Facebook and Twitter.

Brand response

Through retargeting, the audience was exposed to our brand response creative. The creative was led by the strong benefits of the ISA product, driving traffic to the ISA campaign landing pages to learn more and ultimately deliver ISA applications.