The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Investment

F&C Investments urges public to use full ISA allowance before end of tax year in direct response campaign

Author

By Ishbel Macleod, PR and social media consultant

March 17, 2014 | 2 min read

F&C Investments is targeting those who have either not used up their full ISA allowance or made use of it ahead of the end of tax year on 5 April.

Created by WDMP, the first phase of the campaign is aimed at F&C’s customer database and is being distributed via direct mail.

Using the customer database, communications to the different behavioural and lifestyle groups will be personalised, to make it more relevant.

Ross Duncton, head of direct communications at F&C Investments, explained: “Making the most of annual ISA allowances is the foundation of intelligent savings, but the range in levels of consumer understanding is huge, particularly when it comes to investing. We wanted to tailor our message and approach to the individuals that we are talking to – ensuring that F&C is their brand of choice, no matter what their experience of investments.

"WDMP’s insight and data led strategy, and subsequent creative approach, provides the perfect platform for us to do this."

The creative also features a call to action via either the F&C website or its UK customer call centre, as well as promotion of F&C’s free ‘Investment ISAs for Dummies’ Guide.

Gavin Wheeler, CEO at WDMP, added: “With our expertise and passion for increasing customer engagement through data and insight, for this campaign we were curious about identifying and recognising investment needs of a financially astute audience. We wanted to ensure the communications that we developed strongly reflected and answered these needs in a personalised and relevant manner.”

A second phase of campaign activity will be launched closer to the ISA deadline as a follow up.

Investment

Content created with:

WDMP

At WPMD we understand the power and great extent of consumer curiousity, with this knowledge we turn it into a lasting profitable relationship with your brand.The...

Find out more

More from Investment

View all

Trending

Industry insights

View all
Add your own content +