Norwich Union launches integrated push

Norwich Union is running an integrated multimedia campaign to promote the benefits of equity release as a life enabler for the over-55s.

DRTV devised by AMV BBDO and below the line work from TDA encourage people to make an appointment with an NU equity release adviser.

The objective is to demonstrate how they can release money from their equity without having to move home, while highlighting that NU will advise whether it's right for them or not.

The campaign emphasises that the customer is in control - both when spending the money and throughout the decision making process.

NU positions itself as a service provider, there to provide help and advice about the product, rather than taking a hard-sell approach.

"Our research has shown that people don't expect to make an instant decision about equity release," explained Dominic Fraser Smith, Equity Release Group Product Manager at NU.

"It's crucial that people take plenty of time to establish whether it is right for their circumstances, consulting with family members if appropriate.

"Our aim is to encourage potential customers to speak to Norwich Union and to find out more.

"As a trusted brand with a good customer satisfaction record, they can be confident that we will give professional honest advice - even if that actually means not recommending equity release at all".

"This campaign takes a positive, upbeat approach to overcome some of the emotional barriers associated with equity release," said Matt Hall, Senior Account Director at TDA.

"It's designed show how Norwich Union focuses on providing the right information at the right time putting clients in control and helping them make an informed choice".

NU offers a full range of equity release products including home reversion and lifetime mortgages with index linked and fixed rates available.

Below the line direct marketing activity will include door drop, direct mail and press ads.

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