What they were up against.
Peachtree is the nation’s second-largest provider of structured settlements. The category targets those receiving structured payments from annuities, life insurance policies, lottery winnings or active non-settled lawsuits. When Peachtree was acquired by J.G. Wentworth, the goal was to reposition the brand and expand the market. People thought of the category as a cure for desperation. Peachtree needed a way to separate and elevate the brand.
What we did to help.
Through ethnographies and focus groups, we discovered an overlooked audience that needed help: people who had dreams to achieve but needed support in finding ways to pursue those dreams. For them, financial success had always been “somewhere down the road,” and we saw a great opportunity to show them that “someday” could be today.
“See What You Can Do” helped them see what was possible. Unlike messaging they were used to seeing, we took on our audience’s emotional burden by understanding their struggles and aspirations. This came to life in a TV campaign that was more emotional and less transactional. We then re-imagined the digital experience, so our audience could unlock their potential when the time came. Dozens of executions across TV, print, digital and video elevated the brand from a desperate option to an important tool for financial independence.
Brand Guidelines
Internal Communications
Internal Communications - Posters
TV/Digital Video
Video
Direct Mail
Website
What happened next.
The message resonated. Tracking data showed an immediate boost in conversion rates. Lead conversion specifically increased by 25%, while the cost-per-lead also decreased by 31%. Much like for Peachtree’s new generation of customers, the financials were working out. Turn’s out, life’s good under the tree.