Annuities mailer: A simple understanding of a clients’ mind-set can be the key.
I produced a direct mail shot that encouraged consumers to stay with Standard Life when their annuity matured. I used the format of the mailer to highlight that staying with Standard Life ensured they would a have a smooth transition from working to retiring. A complex and precise photo-shoot created two seamless images that showed this change in lifestyle over a short-fold format. The theme was instantly understood, and lead to an unprecedented amount of contact from customers. Along with Standard Life’s first marketing award in this category.
MyFolio mailer: A clear demonstration that keeping things simple simply works.
To introduce Standard Life’s new investment product Myfolio, in a direct mail pack required a simple idea that would breakdown the complex nature of the product. I used a unique format that when folded out revealed a series of paper cuts that created a level structure that mirrored the different levels of risk involved with Myfolio. The format was memorable and gave an instantly understandable breakdown of the product. Mailouts had to be staggered due to take up being over 200% higher than target
