Sex and chocolates are on the menu for 22,000 IFAs, courtesy of Scottish Mutual. Its new Let's Play ad campaign features a romantic encounter between a glamorous employee, who boasts of her IFA relationships, and a male admirer.
The ad is being produced on CD-Rom to show the firm's commitment to new technology. It is supported by a direct-marketing campaign which aims to develop IFA business.
The first stage involves sending an email of the four-minute ad to Scot Mut's top 300 IFAs. In the second stage, the complete CD-Rom ad will be sent to 22,000 IFAs.
A clip of the ad will appear on ScotMut's web site at www.scottishmutual.co.uk. In the final stage, a box of chocolates with facts on ScotMut is going to IFAs with the slogan, Life is like a box of chocolates.
The campaign is intended to spread the message that Scot Mut is a top 10 insurance company in the IFA market with the experience, skills and capacity to meet the needs of IFAs and their clients.
The ad, produced by Edinburgh agency 1576, features a ScotMut employee at a corporate hospitality evening discussing the merits of the firm and her good relationships with their IFAs.
A partnership pack telling IFAs more about ScotMut and a technology pack about the company's online services will be sent to IFAs who register interest in the ad or direct mail.
Scottish Mutual communications manager Alan Mackenzie says: “We have decided on a different approach with this ad to get our name out there and prove that financial services providers can be innovative but still get a serious point across.”