Willis Towers Watson – LifeSight
To mastermind media planning and buying for the launch of LifeSight, a new MasterTrust platform for pensions professionals and key senior management personnel in the UK’s top corporates and major public institutions and organisations.
Our role was to deliver high impact brand presence in traditionally conservative business media channels, drive awareness of the launch, and bring good quality traffic to LifeSight’s dedicated new website.
Our media strategy combined two very different platforms in a co-ordinated, multi media approach.
1. Traditional media
We identified and maximised delivery of well targeted, stand-out media buys in core press and online channels:-
|Financial Times:||branded glossy broadsheet cover wrap, mailed to named recipients in branded delivery bags|
|Professional Press:||specialised cover wraps and gatefold combinations|
|Professional Digital:||branded take overs, newsletters, specials – all highly targeted|
2. Out Of Home media
We used high profile, targeted transport media to reach the target audience while commuting between meetings, office and home:-
|Taxi media:||taxi campaign in Central London (double supersides), with seat backs & collateral merchandising material|
|Bus sides:||superside campaign through London’s major City and West End routes.|
Positive feedback from industry observers, client’s prospective new accounts teams, pensions intermediaries and business journalists proved that the campaign had cut through on every level.
From the very first week of the campaign, website traffic to www.lifesight.com rose well above expectations in terms of daily traffic and quality.
“TMS12’s management of this campaign was seamless. Their vision for the campaign challenged our ambitions for this significant launch, and the campaign impact impressed our team at every stage. We achieved excellent media value; we also gained positive, new market learnings and fresh insights from the agency’s thorough and comprehensive post campaign reporting. Last but not least, they are a pleasure to work with.”
– Graham Spencer, Director, EMEA Marketing