CAMPAIGNS: Closing up the generation gap - Financial PR

Prudential commissioned consumer consultancy The Henley Centre to compile a report examining the impact of social, political, economic and technological change on the four age groups typified as Seniors, Baby Boomers, Generation X-ers and Millennial Kids using its own research sources and Government statistics.

Prudential commissioned consumer consultancy The Henley Centre to

compile a report examining the impact of social, political, economic and

technological change on the four age groups typified as Seniors, Baby

Boomers, Generation X-ers and Millennial Kids using its own research

sources and Government statistics.



Social analysts were invited to examine the findings, identify new

issues and predict how they might affect each generation to gain a

picture of life in the UK in 2020.



Prudential’s objective was to anticipate future customer requirements

and adapt its financial products to meet these changing needs. The

report was also used to commemorate the company’s 150th anniversary.



Objectives



To position Prudential as a forward thinking institution, demonstrate

its commitment to its customers and gain publicity for the company’s

150th anniversary.



Tactics



The key findings were presented to selected journalists from the

nationals, financial services, marketing and women’s and men’s consumer

titles at a breakfast forum.



Laurie Taylor, professor of politics and sociology at Birkbeck College

and Jane Falkingham, lecturer in population studies and social policy at

the London School of Economics, were present so rather than merely

announcing the results, a thinktank-style discussion of the findings

could take place.



The second phase of the campaign focused on the broadcast media. A

studio was booked and Henley spokespeople set a day aside for radio and

television interviews. A comprehensive media push, individually

targeting the remaining national, general consumer, marketing and

management press consolidated the campaign tactics.



Results



There was a 90 per cent attendance at the breakfast forum including

journalists from the Financial Times, the Independent, Cosmopolitan and

the New Statesman.



BBC 1 Breakfast News, BBC1 Business Breakfast and Channel 5 News were

among the broadcast media that covered the story, along with 19 radio

interviews by stations including BBC Radio 4 Today, You and Yours, BBC

Radio 5 Breakfast Show and GLR Breakfast. In total there were 50

items.



Manning, Selvage and Lee commissioned two companies to conduct an

independent evaluation of the programme. A media independent, who

chooses to remain unnamed, evaluated audience reach and discovered that

the campaign reached 25.4 per cent of all adults. Mantra assessed media

content and found a ratio of 11:1 of positive over negative

coverage.



Prudential was generally portrayed as forward thinking and its

commitment to its customers’ future needs was highlighted. There were

also frequent mentions of its 150-year history. Planning and evaluation

accounted for 15 per cent of the budget.



Verdict



MS&L’s brief was fairly straightforward and the report offered many

useful PR angles with which to target specific media, making the

agency’s job easier.



However the work carried out by Manning, Selvage and Lee did elevate

what could have been an ordinary press conference into a more

authoritative platform by pulling in well-known social experts. The

agency also undertook a very thorough evaluation, which proved its

tactics led to an impressive amount of media coverage.



Client: Prudential

PR Team: Manning Selvage and Lee

Campaign: The launch of Prudential’s ’Next Generation: Lifestyles for

the future’ report.

Timescale: 9 June-26 June 1998

Budget: pounds 11,000



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