Cannes Lions

BARCLAYS BANK PENSIONS PLAN

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / BARCLAYS / 2005

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Overview

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Overview

Description

Distinguish from the competition by not emphasising the most commonly employed arguments: high tax return deductibility, gifts, extra donations. Attack the emotional side, counteracting the inherent resistance to any long-term investment.

How many times have we heard “don’t put off until tomorrow what you can do today?” And how many desk calendars are given away when New Year approaches? So, we sent a 2040 desk calendar with all of the day’s marked red as holidays. Because with Barclays Pensions Plan, we can enjoy in the future everything that we cannot enjoy now.

Outcome

The greatest recorded increase in interested parties and balances, resulting from Pension Plan campaigns by Barclays was achieved 23% more than in 2003.

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