Digital | Communications


Royal London are the UK’s largest mutual life insurance and pensions company offering award winning products and services. Their new company strategy saw them selling to customers direct for the first time. We were asked to present the findings of a customer segmentation study to Royal London staff to help educate and inform.


From the outset, we recognised that making the study memorable would be crucial in order to gain employees’ attention. We devised a series of characters that represented the traits of each segmentation and demonstrated the key distinctions between different customers’ needs, attitudes, and motivations.

We implemented this through a range of different media, from books, card games and posters, to room sets, peep-through photo boards and an app game.