Whilst working at Redington, we were tasked with creating a digital campaign to target a specific demographic of defined benefit pension schemes.
The result was 'This way' campaign. This way is a nine month campaign aimed at pension fund managers. It’s an ‘arm around the shoulder’ approach to guide the audience and demonstrate that there is another way to do things.
The experts wrote nine articles, which I rewrote into scripts and worked with a production agency to film. The moving image was brought to life with animated sketches overlaid on top.
We decided to direct our own staff rather than actors, this added authenticity and elevated the profile of our experts
The campaign featured infographics, LinkedIn carousel adverts, a microsite and digital pdf guides.