Willis Towers Watson was late to market with its high-quality LifeSight multi-employer pension product, so it needed to gain traction, fast.
Reforms to UK pension funds have transformed the market for defined contribution schemes. Since 2015, anyone aged 55 and over can take the whole amount as a lump sum, paying no tax on the first 25%.
We developed a go-to-market strategy to generate awareness and qualified leads. Our Factor 55 campaign explored what this landmark move meant to people turning 55 in 2015, and for their employers.
The concept of newfound financial freedom became the platform for an ongoing marketing programme, all aimed at driving engagement and traffic to its LifeSight website, which had recently expanded to serve Belgium and the Netherlands.