B&CE
Cutting the costs of employee absence
- Actuarial Profession
- Aviva Investors
- B&CE
- BlueBay Asset Management
- Bramdean Asset Management
- Citi Private Bank
- Close Investments
- Crossbridge Capital
- Development Securities
- Ernst & Young
- IASB
- ING Group
- Jabre Capital Partners
- Lansdowne Partners
- Louis Capital Markets
- Man Group
- Man Investments
- Moore Stephens
- Pensato Capital
- Trafalgar Asset Managers
/ challenge
Since 1942 B&CE has provided financial welfare benefits specifically to those working within the construction industry and they've recently teamed up with Westfield Health to provide employee healthcare benefits with a truly compelling proposition.
Amazingly, the average cost of employee absence per year in the construction industry is £582. B&CE approached Living to craft a campaign to raise awareness of this product that will help to alleviate the pain of employee absence costs.
/ solution
The touch-points included printed direct mail, HTML emails, brochureware, advertising and a microsite that communicated in a personal way to staff and MDs and FDs. To cleverly promote the product proposition and create true stand-out, we tweaked the language of instantly recognisable construction signs.
The lead strapline ‘Danger Men not at work' supported with others such as ‘Sight manager' did this perfectly. Not only that, the DM piece involved sending out ‘campaign-branded' teabags... no better way to get a builder to down-tools and read about this essential product!
/ result
The paint is still wet on this three month integrated campaign. Our email reporting tool continues to provide real-time analytics, and together with dedicated phone numbers and the microsite that analyses visitor activity, all is in place to measure the effectiveness of the campaign. Watch this space!
