Legal & General

Financial Services Marketing

Challenge 

The challenge for financial services marketing agency Embrace was to increase the market awareness for Legal & General Investments (LGI) UK and support sales of the UK Property Trust. 

The challenge was to execute an effective campaign in tough market conditions: a backdrop of recession, a cluttered digital landscape and reaching a highly targeted audience of IFAs considering property as part of their portfolio. 

Strategy 

We researched the category in detail, identifying that the adaptability and solid expertise of the fund managers and property team could form a strong basis for our campaign. 

We originated the tagline ‘Property mastered’ together with imagery based on free-running to create visual branding that would establish the team as experts in the property fund environment.

Result 

We applied the visual branding to channels at every point in the customer journey, including adverts in the trade press and online, email marketing, a microsite, an interactive property map and sales literature. 

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