Scottish Provident: Enter the Dragon

Tayburn

Category: External Communication Design

Executive summary

Scottish Provident is a long-established name in the world of protection insurance but in recent years it had lost some of its shine and was starting to slip off the radar for its core audience, UK Independent Financial Advisers (IFAs).

Scottish Provident was looking for a campaign that would generate interest in the protection insurance sector, re-establish the company as a dynamic player and recruit new, non-Scottish Provident supporting IFA customers.

And so we devised The Next Level campaign.

The Next Level campaign revitalised Scottish Provident in the market place, making it stand out from the crowd with its compelling message to IFAs:

"Take your business to the next level"

A strong, easily understood proposition talked directly to the IFA audience, the majority of whom are owner/managers of their own business.