Reinvigorating the
L&G Dynamic Bond Trust Campaign

Legal and General Investments' Dynamic Bond Trust campaign was already a winner with an established look and feel in the B2B press. Our brief was to build on this success and develop the theme over the summer months. The lead image in use at the time was reflective of the stormy waters of markets at the end of 2008. Mid 2009 waters were far from calm, but business sentiment and performance dictated they were certainly on the move.

Our solution was to refresh the copy and imagery; evolving the theme of 'ride the wave' to reflect the dynamic nature of the fund and a more upbeat outlook of 'we're on a roll'.
To encourage interaction with the website we created a surf themed viral game challenging users to see if they can ride the wave as well as the fund does. This includes a data capture form that must be completed in order to take part in the free prize drawer of a holiday in Cornwall.

We also created expandable banner ads featuring game play within the ad and we promote the game on all press advertising. For key clients and journalists we designed an actual size bespoke body board! All reinforcing the message that while investment conditions are challenging Legal and General Investments are on a roll and encouraging the audience to interact and 'ride the wave'.

Our client is delighted with the development as we evolved the existing idea, creating strong cut through from an already recognisable imagery.

Could your campaign benefit from some reinvigoration?
Contact Zoë