'MetLife TRP Direct Mail Campaign' by Teamspirit for MetLife

MetLife is a worldwide provider of insurance and unit-linked guarantees, and has been helping people with their financial decisions for over 140 years. In 2007, MetLife Europe opened in the UK to provide guaranteed retirement and investment products to help protect against life's unknowns.

Strategy - broader business issues the company is facing

MetLife were launching their new Trustee Retirement Portfolio (TRP) product. They had identified that they needed to speak to specialist pension advisers and knew that although the universe they wanted to reach was very small, the potential value that they could deliver was very high. They needed to find an ‘in road' that would provide a platform for ongoing conversations and an impactful way to introduce their MetLife representative.

A targeted direct mail communications strategy was decided upon to include:

1. Direct mail pack hitting desks on day 1 - a high impact format that:
   a. provided a ‘teaser' on the outer
   b. promoted the product benefits and a prize draw in various pieces within the pack
   c. included a free gift that linked with the main prize draw
   d. promoted the high chance of winning (due to small audience being communicated with)
   e. was highly personalised to make it easy for the adviser to get in touch with their personal MetLife representative.