ABOUT

Challenge
When most people think about retirement, they often imagine all the same lazy clichés. But having been around for more than 180 years, Legal & General understands how patronising and misleading these tired stereotypes can be. And because they believe every retirement is unique, they decided to completely reinvent their retirement platform. They made it simpler, removed the jargon and created an array of products tailored to the myriad ways people now retire.

Solution
When it came time to tell people about L&G’s bold new approach to retirement, we decided to retire the retirement stereotypes in the most explosive way possible. To begin, we asked real retirees to name all the clichés they hated the most. We then worked with a dedicated team of model builders and created a series of delicate plaster moulds, meticulously hand painted each one, then we blew them to kingdom come. By figuratively (and literally) smashing these retirement stereotypes, we were sending a powerful signal as to how serious L&G were to reinvent retirement. This explosive footage and imagery formed the basis for our integrated campaign which consisted of film, online, out of home and print.

Results
When it came to the results, we exploded those as well. Visits to the L&G website increased 319% and interactions with the Retirement Income Calculator increased 542%. But most importantly, we were able to increase actual sales appointments and drive qualified leads into L&G’s advisor network. Annuity sales appointments rose 18% and pension sales appointments increased 133%.