Pensions First Analytics' 'Found'

Campaign name: 'Found'
Brand: Pensions First Analytics
Agency: Earnest

Campaign objectives: The PFaroe is a solution to the problem of managing large defined benefit pensions scheme risks - the PFaroe managed service. The objective was to launch the service and gain qualified meetings with 25 per cent of the target organisations.

Target audience: Senior people: finance directors (CFOs), head of treasury and pensions managers from 700 organisations managing large (£100 million+) defined benefit pension schemes in the UK. The top 100 organisations will be targeted first, eventually rolling it out across all 700.

Solution: An integrated campaign beginning with the DM pack. The 'Found' campaign brings a complex issue to life - showing that the PFaroe is like GPS for pensions. It shows exactly where you are and where you need to go next. The campaign will also encompass telemarketing, a seminar programme and online activity.

Description: The DM piece was a large, high impact item, which upon opening an outer slip case saying 'Lost', revealed the GPS and a 'Found' booklet explaining the issue at hand and how PFaroe can help. Royal Mail guaranteed next day delivery so no-one could respond to a sales call with 'I don't recall seeing anything?'