Norwich Union Zenployment
Brief
Position Norwich Union as an authority on financial planning and saving.
SolutionAlthough synonymous with the world of insurance, Norwich Union is less well known for its savings and investment offer. To generate broader awareness of its thought leadership in this space, Lexis created a new social phenomenon, ‘Zenployment’. Based on the UK’s growing search for greater meaning from our lives ‘Zenployment’ allowed Norwich Union to speak about the importance of better financial planning in the quest to fulfil life aspirations. Consumer research was commissioned to demonstrate the age at which we re-appraise our careers, what motivates us to opt for new jobs and what ‘compassionate careers’ we choose. With expert commentary from the Future Foundation and supporting case studies of employees who had made the move, the campaign exceeded coverage expectations.
ResultCoverage highlights included eight pieces of national print coverage, including a lead feature piece and debate led by Janet Street-Porter in The Independent on Sunday. Broadcast coverage highlights included features on BBC Breakfast News, BBC News 24 and GMTV. Regionalised versions of the research findings also featured in key regional newspapers and 18 online sites, including ITN and Sky News.