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The Brief: Aon Botswana’s Pension Campaign (Print)
Aon felt that people didn’t know it as offering pension administration services. This was despite the fact that Aon has been doing consulting for parastatals on pension rules since 1979. They started the pension rules offering with the University of Botswana. In 1998 Aon started to do pension administration and was able to break the market.
Aon therefore needed to ensure the market understood its pension administration services. They needed to be known as having a diverse approach to customer requirements – that they tailor make solutions to meet their customers’ requirements.
The target audience:
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Board of Trustees (these are the decision makers in organizations who are able to move their pensions to Aon)
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General public (important to note that “walk ins” are allowed
Objectives of ad/campaign/promotion
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Grow market share
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Increase Aon’s visibility in this space
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Clear the perception that “Aon does not do pension administration”
The Execution:
We aimed at working on creative that was a call to action, result oriented, precise in copy, cut through the clutter and appealed to the side of the brain and business leaders to gain a competitive edge for Aon over its competitor. We took into consideration that our target market was drawn to advertising that was interesting, educative and a little provocative.
A media plan was drawn that ensured consistent brand presence across all print newspapers in the country. It was evenly spread out over a three-month period.