Case Study: BBC boosts Expression of Wish form completion with Landscape

BBC drives 3,000 new Expression of Wish forms in 1 month with Landscape

The BBC faced a challenge in getting its employees, particularly those under 30, to complete an Expression of Wish form for their death in service benefit. Despite previous unsuccessful campaigns, the uptake was very low. The BBC Pension Scheme partnered with Landscape to address this engagement issue.

Landscape developed a campaign themed "Make your mark" to reconnect with employees by focusing on the concept of leaving a personal legacy. The solution included an email with an embedded video that linked to the form and used dynamic imagery targeted at younger demographics. This approach by Landscape had a significant measurable impact, resulting in 3,000 newly completed forms within the first month.

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