For many customers, being sold financial services and products holds as much interest as unblocking the bathroom sink, both a bore and a chore but an important necessity all the same. However, we all know that having any kind of financial insurance or safety net always proves a wise decision once those unforeseen events appear.

‘Just in case…’ was a regional campaign for a building society spanning Essex, Hertfordshire and Suffolk, that went to the heart of many people’s concerns. The aim was to get more footfall into branches, to encourage customers to talk with one of their approved IFA’s about investments, retirement, protection and tax planning – just in case their own futures were to change unexpectedly.

The only complaint the client received was evidently from the last of the Victorians who found a celebratory photo of an expectant mother surrounded by her son and partner rather offensive. The headline read ‘Just in case three becomes four… or more.‘). I personally think pregnancy is a beautiful thing to celebrate.

Apart from that single negative comment, the whole campaign was very positively received and according to our client, created the required footfall.

Other headlines included;

‘Just in case gardening isn’t what you dig.‘ – picture of a retired dude with his surf board.

‘Just in case his aspirations exceed your expectations.‘ – picture of a young boy in a home made spacesuit.