Pension Insurance Corporation
A visual-first treatment for some of the least visual material in financial services, and an email open rate of 39.08% against an insurance industry average of 20.99%.
Objective
PIC produce thought-leadership reports on structural questions in the financial community: the purpose of insurance, the purpose of the stock market, how insurance capital funds UK housing stock. Serious, technical, and written for an audience that is not obliged to read it.
The job was translation: turning intricate asset-management themes into digestible, engaging material that could be distributed across PIC's own channels and still be opened, read and shared by a professional network.
Creative response
The PIC account sat inside that function: report design, the infographic system, brand strategy for the reports and the digital marketing that carried them were produced in-house.
A repeatable process rather than a one-off design job, which is why it held across a series of reports:
- PIC write and send the initial report. The raw intellectual content stays with the client.
- The design team translates it. Information is turned into illustrations and visual assets rather than laid out as text with pictures.
- One lead infographic sets the style. An initial infographic is developed and agreed, and its style then governs all subsequent material for that report.
- Visual-first, heavily infographic-based. The deliberate default was to communicate intricate asset-management themes visually and succinctly rather than in prose.
- Distribution across owned channels. Email to PIC's network, publication on the PIC website, and assets sized for onward sharing.
The “agree one infographic, then let it govern everything” step is the operationally interesting part. It fixes the visual argument once, early, with the client, and removes the round-tripping that usually eats a report's schedule.
Results
SEO, published on the PIC website, attracting new visitors via search
The campaign achieved 19.46% against a 2.09% industry average is roughly nine times the benchmark, on material about insurance capital and housing stock.
The open and click rates are stated for the email version of the report, with no campaign name, no date, no send volume and no indication of whether they held across the series or describe a single send. None of it should be inferred.
The work
