Marketing campaigns

Charles Stanley Stockbrokers – ‘Ticket to Sipps’

Charles Stanley wanted to raise awareness of the value of making a SIPP investment before the end of the tax year, and encourage potential SIPP investors to find out more about, or sign up to, the Charles Stanley offering.Targeted at high net worth individuals, who were likely to have just been awarded their year-end bonuses, the aim of the campaign was to remind them that they still had time to make a highly tax efficient investment in a SIPP with Charles Stanley but that they had to act before the end of the tax year.

Rail travel is of high importance to this group so we based our creative treatment and campaign activity around it. The ‘ticket to SIPPs’ creative was a ‘take’ on a standard British Rail train ticket with the ticket type/route/expiry date all tailored to the Charles Stanley SIPP offering. Charles Stanley brand ambassadors distributed ‘tickets to SIPPs’ to passengers at London rail stations. As the cards look like ‘real’ train tickets from a distance they gained interest, and an element of intrigue, with the target audience.

The ‘Just the ticket’ tagline was devised and implemented on all materials to give clarity and consistency to the messaging.

An integrated marketing campaign was put together - with a bias to activity in central London and the City - which, for maximum impact was designed to reach the target audience at different points of the day in a variety of different locations through a mix of media:

• Press advertising in broadsheet newspapers
• Gym screen advertising in Docklands
• Banner advertising on industry websites including Hemscott, FT data, and Bloomberg
• Promotional activity/‘experiential’ marketing at key London train stations using brand guardians to distribute ‘ticket to SIPPs’ tickets and literature
• Email blasts to existing client database
• Website build specifically for the campaign

Promotional leaflet design and print

The feedback from the client, and brand ambassadors, was extremely positive. There was a significant increase in the number of hits on the website which peaked with campaign activity and an increased take up in Charles Stanley SIPPs from new clients.