DIRECT NEWS: Save & Prosper takes direct selling initiative

Save & Prosper, the financial services company, is relaunching as a direct selling organisation through a campaign by Anthem and Delaney Fletcher Bozell.

Save & Prosper, the financial services company, is relaunching as a

direct selling organisation through a campaign by Anthem and Delaney

Fletcher Bozell.



The comprehensive brand revamp includes corporate identity, logo and

sales strategy. The design company, the Partners, came up with the

identity, which Anthem and Bozell have built on in their work.



The above- and below-the-line brief has been split according to a

two-part mission statement.



Above-the-line advertising is based on the phrase, ’How you spend it is

up to you’, and below-the-line work focuses on the response, ’How you

get there is down to us’.



Part of the new look was designed to make the literature, created by

Anthem, more friendly and comprehensible. A red, black and white colour

scheme makes up the design of the brochures and mailers, and features

black and white shots of people enjoying the fruits of their

spending.



Throughout the work, the ’S&P’ part of Save & Prosper has been used to

make up phrases like ’More S&Pending money’ and ’S&Pectacular

growth’.



It was written by David Nobay and art directed by Sharyn Wortman.



Bozell’s press and poster work breaks on 5 October, and features six

creative treatments using images of exotic holidays, unusual pets,

antiques and classic cars.



The underlying message to customers is that they can enjoy the good life

if they save with the company.



Alongside press and poster ads, a fleet of black taxis will be sprayed

to look like red sports cars, and the brand will also sponsor London

News Radio’s personal finance programme. The work was created by Jon

Elsom, Ken Sara and Greg Delaney, and the media was planned and bought

by BJK&E.



James Pool, the managing director of Anthem, said: ’The company is after

a young, streetwise consumer who wants a direct brand which talks

directly to them.’



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