Aon, a leading global professional services firm, partnered with Rep Cap to write and design a complex, data-based report, which was then adapted into a series of thought leadership assets for release throughout the year. These additional assets served as a model for promoting other key research results from the Aon team across multiple divisions worldwide.

Background

Retirement readiness had been a focus for the Aon team for years and had yielded powerful results. However, the results of their research weren’t being distributed as widely as the company needed. Because the research’s quality and methodology were unique, the team was eager to get the results in front of global HR decision makers. 

Challenge

Aon needed a partner that could bring a new perspective to the research results and develop content that would appeal to a broader business audience. Ideally, the client wanted to extend the content’s life span for up to two years.

Solution

For this project, Rep Cap created the report “The Real Deal,” along with a full content package with a variety of marketing assets, including an e-book, methodology report, infographics and placemats highlighting the key takeaways from the research. These assets served as the framework for a wider campaign promoting the Aon team’s comprehensive approach to helping employers develop best-in-class retirement offerings that could help employees achieve financial security.

Results

“The Real Deal” was shared more widely than ever. It achieved the “Milestone Moment” status for Aon, which was a cornerstone achievement for the division. The target audience, HR and benefits leaders at large, global companies, responded favorably to the new format. Additionally, the research was picked up widely in the general media and trade press, and the campaign assets continue to serve as a model for promoting other key research results from the Aon team across multiple divisions worldwide.