Friends Provident approached the Agency with a very specific need: to communicate with financial advisers that, in a turbulent stock market, the safe investment choice was cautious managed funds. The creative solution would need to operate in conjunction with the company's well-established guidelines and somehow find a way to stimulate an audience saturated with provider communications. We were given two days to deliver the creative recommendation..
As the audience here (financial advisers) was small and clearly identifiable, we settled on the very personal and direct medium of direct mail. As a means of engaging a cynical audience with our message, we couched FP's proposition within the context of a charming little parable with a moral about investment strategy in turbulent times.
Friends Provident's cautious managed fund experienced a massive upsurge in enquiries from advisers and, ultimately, a 15% increase in investment from their clients. While 'Terry the Tortoise' became a popular brand icon down
at FP HQ