Liverpool Victoria: understanding family finances
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In need of ‘cut through’ against heavy-weight providers such as Prudential and Norwich Union, we devised and launched a series of reports that demonstrated that Liverpool Victoria understood family finances.
Our “Independent Women” research analysed women’s qualifications compared to their male counterparts, levels of home ownership and salaries. Importantly, the report also highlighted women’s need to improve the way they plan their finances.
We got blanket national coverage across all national media – including the front page of the Daily Telegraph. This was followed by columnists in the weekends. The report also generated over two and a half hours of broadcast coverage – including the phone-in on Radio Five’s breakfast programme.
Our reports into the cost of “bringing up baby” delivered coverage across every major UK national – and full-pages at that. An annual survey of the rising costs of raising a child to the age of 21, the activity also delivered product mentions as we launched Liverpool Victoria’s Child Trust Fund.
Finally, in a bid to appeal to “middle England”, we launched the most successful piece of activity looking at the UK’s new middle classes. Working with Future Foundation, we found that class and income are now longer linked. The report prompted a front-page in Times2 and an enquiry of the panel on Radio 4’s Any Questions.