Irish Life take pride in giving people a rounded view of their finances, not aggressively pushing inappropriate products. But how can customers with no financial background understand all the options available to them?
Our target audience insight was that people are afraid to approach a financial advisor because they don’t know the jargon. So we drew an analogy with something that consumers are already very familiar with - a travel guide.
The Guide is based on the investment journey a consumer might take. We brightened up the story with travel photography and a graphic layout that helps divide the information into easy-to-read chunks.
The Guide successfully promotes the quality of Irish Life advice in the investments market and has exceeded targets for generating appointments.
