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Britannic&#39s medicine goes down well with the judges

Britannic Retirement Solutions has scooped top prize in the Direct Marketing Association Awards.

Its campaign, which beat competition from 849 other entrants in the financial services category, used a distinctive chemist&#39s bag containing a medicine box.

Inside was a leaflet explaining its enhanced annuity product, which is aimed at people suffering from a number of disabilities and conditions. The leaflet played on the theme of ailment and treatment.

The bags were mailed to 15,000 IFAs in September and October. The campaign was designed by London-based agency Harrison Troughton Wunderman and the Britannic Retirement Solutions marketing team.

Britannic Retirement Solutions head of marketing Kevin Sweet says: “We needed to create something that would make IFAs sit up and take notice. We came up with a prescription pack – a perfect replica of a medication package distributed by chemists. The pack was designed to educate IFAs about our enhanced annuity, increase brand awareness and generate additional business.

“Together we have produced an expertly executed and innovative campaign that is honest about our business proposition. It fits perfectly with our company values.”

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