Irish Life “Pensions for Women” case study
Gold Winner IAPI Advertising Effectiveness Awards / 08
Our “Pensions for Women” campaign for Irish Life is a classic case of brilliant strategic planning in action. It didn’t start as a formal client brief. The marketing priorities for the year had already been set and budgets allocated. But we saw such a big business and brand opportunity to target the 75% of women who had no pension provision whatsoever that we had to go for it!
We produced a fully integrated campaign across TV, radio, outdoor, press, DM, online and PR that stood out in the then hugely cluttered financial services market – making Irish Life the 2nd most salient financial brand, well ahead of share of voice and making the ad the most salient in the entire financial sector.
Pensions take up among women rose by 83%, compared to the same quarter in the previous year. (Pensions sales to men also rose, by 26%!) And the campaign continues to perform: one in three pensions policies are now held by women – five years ago, it was just one in five. (Download the full case study here)
