Our brief was to push the boundaries of the current Friends Provident International brand and produce a broad range of deliverables for a splash launch of the new OPTUS Group Savings Scheme, a launch building upon the reputation of Friends for offshore wealth management excellence and focused toward the international IFAs market.

OPTUS enables employers to set up savings schemes for their internationally mobile employees, into which they can make contributions. It enables comprehensive online administration, including fund-switching and contribution changes.

It was apparent that imagery would be a challenge from the start, as it had to work in all international territories; it would not be possible for the target audience to feature in photography at all. Through creative discussion it was decided that abstract imagery would need to play a key role in solving this problem, imagery that could communicate the essence and benefits of OPTUS representationally.

Many creative paths were explored and three were selected for presentation. The most powerful were the abstract series that communicated the 'dynamic connectivity' that OPTUS delivers between the employer and the internationally mobile employee, where ever they may be.

This series was universally approved and Friends Provident felt that it was sufficiently powerful to be used in the campaign and expanded to crossover in to related product areas. The imagery and message formed the basis of an entire suite of communication deliverables, from product literature, sales aids and exhibition stands, to online landing pages and HTML eMarketing.

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