• Advertising
  • Art direction
  • Copywriting
  • Direct Mail

Just in case…

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.

“At the end of the day, we’re all customers with needs and wants. This doesn’t have to be rocket-science – just simply imagining things from another person’s perspective.”

‘Just in case…’ was a regional campaign for Saffron Building Society spanning Essex, Hertfordshire and Suffolk, that went to the heart of many people’s concerns. The objective was to get people into branches to talk with one of their approved IFAs about investments, retirement, protection and tax planning – just in case their own futures were to change unexpectedly.

The campaign created the desired footfall from the high street, and the only complaint it received was evidently from the last of the Victorians (maybe it was a relative of Rees-Mogg) 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.

As a father of three, I personally think pregnancy is a beautiful thing to celebrate.