Shortlist best channel-marketing initiative: ‘Taking the guesswork out of the EU gender directive’An integrated marketing campaign targeting independent financial advisers (IFAs) maximising the insurance sales opportunity created by legislation changes. From December 2012 a euro ruling meant insurance providers were no longer able to take gender into account whencalculating premiums, resulting in a significant impact in the pricing between males and females.Financial advisers needed to be aware and educated on these changes to provide best advice to their clients and maximise the sales opportunity.A highly creative approach ensured advisers were aware of the changes and their impact; provided them with all the information and tools they needed to maximise the opportunity; and delivered a unique G Day guarantee that provided complete certainty that quoted prices were100% guaranteed.The results speak for themselves. In December 2012, the climax of the campaign delivered more protection business than in any other month in LV=’s 170 year history! And week 51 of 2012 delivered £1.8m sales, a 300% increase in sales vs. the same week in 2011 and equated to 7% of the annual sales plan in a week. And all from a total marketing budget of £84,500.