The challenge

MetLife are a global financial services company with a strong heritage in protection planning, retirement and saving solutions. With an ambition to grow their UK pension risk transfer business, Proteus were engaged to help them meet this objective.



As a highly competitive market, with many key players, the starting point was to create a better understanding about the attitudes and needs of the market. To establish this platform of understanding, we designed and delivered a full qualitative research programme, interviewing a cross section of the market and drawing out key insights and recommendations on which to base the campaign proposition.


From the research insights, we created the proposition and visual concept for the campaign, ‘It’s about time’. This moved away from the generic imagery and messaging used in the market, creating well needed stand-out from key competitors.


Direct Response

We suggested a number of direct response channels including personalised direct mail, off-line and on-line advertising. These activities were targeted with not only extending the reach of the brand, but driving up direct enquiries.



We managed and delivered MetLife’s attendance at the National Association of Pension Funds Conference and the Professional Pensions Shows. These were both opportunities to meet prospects face to face, as well as a chance to position MetLife directly amongst their competitors who also attended the events. Giveaways, video animation and a well-designed, open stand design all helped to draw interest to the stand – along with a competition to win a top race bike!