Brief

To position Standard Life as a ‘mentor’ brand that demystifies the complex world of pensions, investments and regulatory change; to provide financial services content to meet the varying needs and knowledge levels of the customer base; to make dry subject matter interesting and complex concepts accessible

Strategy

Starting with MoneyPlus magazine, we developed a multi-channel content approach that included magazines, supplements, guides, e-zines and a range of web content. MoneyPlus content set finance in the context of people’s lives, connecting customers emotionally to the Standard Life brand. Targeted and segmented, the content engaged and educated through case studies, features and expert comment, infographics, animation, video and interactive planning tools.

Results

MoneyPlus content had a measurable impact on sales and improved perception of Standard Life’s products and services, supporting their positioning as a mentor brand.