Launching a challenger brand

Flying Colours

Challenge
Next Generation financial services company, Flying Colours, wanted to create a distinctive market position, launch to 50+ males and build quick credibility in the highly competitive Independent Financial Advice (IFA) market.

Results
Media coverage delivered an impressive value of sales leads within the first 6 months

33 pieces of coverage reaching over 148 million – Daily Telegraph, Guardian, Investors Chronicle, Good Housekeeping.

Drove 60% of website traffic at key peak times during the campaign.

Clearly branded and positioned – 72% of coverage described Flying Colours as “NextGen financial adviser”.

How
Ran research and workshop with client to define the brand messaging “NextGen financial advisors”.

Arranged a series of top tier media briefings generating a wave of news and features coverage at launch.

To ensure constant flow of coverage and profile building, a razor sharp issues and news high-jacking campaign was implemented.

Worked with CEO to create comment on pensions, investments, tax and financial planning for nationals like The Telegraph, Guardian and Daily Express.

For lifestyle media we created and placed series of smart, topical editorial content pieces to engage our consumers at a different point in their journey.