Key: The Key to Your Better Retirement

Key, a retirement finance company, used social proofing and local data to target over 55s in the UK and show them how many of their neighbours were already benefiting from expert advice.

Campaign details

Brand: KeyAdvertiser: KeyAgency: WDMPCountry: UK

Campaign Overview

The key to better retirement

Property is the biggest untapped source of wealth for the UK's older population, but just 3% of over-55s said they considered equity release for later-life planning.

Strategy

Key wanted to drive enquiries, increase marketing efficiency and grow customers. But many people switch off at the words "equity release". The brand had to inspire confidence and consideration to give people 'permission' to see it as a viable option.

Instead of selling the product, WDMP – in association with McCann Manchester...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands