Britam

Challenge

Every brand thanks customers in the same week. Britam's brief was to bring the "over and above" theme to life in a memorable way, rally staff around it and create real customer delight.

Thinking

Britam calls its customers friends, part of its persona work. The insight was that good friends are rare. So the week became about doing things as friends, centred on the customer's own needs and joys.

Execution

The idea "it's all about you" ran as #allaboutyou under the Friends for Life platform, with a stylised "All about u" device. Music was the mnemonic, with a DJ, staff playlists and a music video. Staff activations included the insUgames, dress codes seeded through regional committees, and a "Blu for U" option. Customer content ran by life stage: parenting, education, retirement, investing.

Outcome

The work won [award name]. Other outcome detail: [needs Richard].