case study #1 >
ASTERON LIFE: LIFESAVER SHOOT & PRODUCT ROADSHOW

INTRODUCTION

Asteron is a dynamic Australian financial services organisation providing life insurance, superannuation and retirement income solutions that are among the most innovative in the market.

After successfully developing a style guide for Asteron, D+M were asked to assist in the roll out of a new product for the company, Asteron Lifeguard. This roll out included developing imagery for the product, as well as delivering a creative and unique Call to Action to generate interest in the advisor market.

CREATIVE OBJECTIVES

• Create a look and feel for the new product and develop a consistent theme, which could be used not only for the advisor product launch but also for the retail (consumer) market in advertising and collateral.

• Create a buzz using an invitation and teaser, which would drive advisors to the Road Show event.

• Coordinate all aspects of the campaign, from concept to completion.

THE D+M SOLUTION

Applying the D+M process, the theme of lifesaving was explored and developed through a photographic shoot, which took place on the Northern beaches. The shoot used talent from the TV show, Bondi Rescue. The imagery generated from this shoot formed the basis for the designs for all promotional material.

D+M approached the main objective of generating a buzz by conceiving the idea of ‘Making a Splash’. This idea was explored with imagery and copy was generated to arouse interest.

The invitations for the event were specifically designed to draw attention, as they were not a standard size. Careful cropping of the images allowed only a glimpse of the lifesavers, thereby reinforcing the idea that advisor’s had to come to the event to get the whole picture. A follow up teaser postcard reminded advisors that the event was to occur, using playful and engaging copy ‘It’s time to get your feet wet...’

A branded rashie shirt was chosen by D+M to compliment the theme of lifesaving and was distributed to advisors at the event as a promotional gift to reinforce the product being launched and serve as a brand reminder.

The mediums used to launch the Road Show event and Asteron Lifeguard product into the market place included:

• A photographic shoot to develop imagery (featuring Lifeguards and beach scenes);

• An invitation to the Road show event;

• A follow up reminder postcard for the Road Show event and

• Coordination of a promotional gift with Asteron branding to be handed out at the Road Show event.

D+M RESPONSIBILITIES
 
D+M managed the entire process to implement this roll out. This included:

• Concept

• Art Direction, design and finished art

• Photography and location shoot

• Styling

• Print and Database Management

• Coordination of promotional gifts