Norwich Union launches DM campaign to promote equity release

by Sarah Johnson, Marketing Direct 30-Jun-08, 12:30

LONDON - Norwich Union has launched a campaign using direct response channels to promote the benefits of equity release for the over 55s.

The campaign will include door drops, direct mail and press ads, supported by a DRTV ad devised by AMV BBDO.

Below the line work was devised by TDA and aims to encourage people to make an appointment with an NU equity release adviser.

Dominic Fraser Smith, equity release group product manager at Norwich Union, said: "Our aim is to encourage potential customers to speak to Norwich Union and to find out more."

Matt Hall, senior account director at TDA, said: "This campaign takes a positive, upbeat approach to overcome some of the emotional barriers associated with equity release."