LCP Horizon is a unique web-based pension tool that gives companies immediate access to the information and analytics they need to maximise effectiveness of their DC pension scheme and, in turn, drive real action and engagement from members. LCP needed to clearly communicate the benefits of Horizon so it could market this innovative product to its highly sophisticated but time-poor audiences.
LCP’s primary audiences for Horizon are pension managers, HR directors, pension fund trustees and finance directors who need accurate, comprehensive and up-to-the-minute information to create great outcomes for their members. LCP Horizon enables its users to feel in control, supported, enabled and empowered. Our insight was that in the eyes of many, pensions is a low interest category and pensions software even more so.
We created a bold, engaging and easy-to-use brand, visual identity, website design, animation and supporting tools to create the impact LCP Horizon needed. The look and feel was designed to be scalable so LCP could ramp up its activity. Concept exploration included printed literature, posters, promotional materials, advertising for online, print and out-of-home.
Even very innovative products in pensions tend to present themselves as technical, dry and, frankly, uninspiring. In contrast, LCP now has increased product recognition and a bold, memorable suite of communcations which is the match of its disruptive product. Kate Sinclair, LCP’s Director of Business Development, said: “Our ambitions for LCP Horizon’s brand were as big as our timeframe was small. MerchantCantos understood the brief and delivered exactly what we wanted with a very short turnaround time. Their energy, enthusiasm, creativity and excellent client service help us deliver an impactful brand which has been well received by our clients, many of whom are now using LCP Horizon.”