ProfundMortality Tracing Direct Mail Campaign
Challenge / Due to out of date pension records, 82,000 of the 8.2m UK pensions in payment are being paid to the deceased, costing pension schemes around £200m a year. We were briefed to undertake a mailing campaign for leading pension software provider Profund’s ‘Mortality Tracing’ product, which is able to non-intrusively check whether or not pension scheme members are still alive.
Response / Taking the client proposition, ‘are your records out of date?’, we produced a series of 7″ mailers that looked like out of date records. Titles taken from 70’s and 80’s singles, ‘released’ under our own ‘Mortality Records’ label made for an impactful, wry piece that has generated extremely healthy business…
Results / More than just ‘Stayin’ Alive’: the mailing campaign cost less than £10,000 to produce including postage, and delivered more than £114,000 of margin – or in other words over 1000% return on investment.