Custodian Investment Plc is one of Nigeria’s leading financial services groups, offering insurance, investment, and trustee services to individuals and businesses across the country. As part of an extensive email marketing campaign, I was commissioned to produce a series of emails promoting Custodian’s range of insurance products to their existing and prospective customer base.
This email targeted Custodian’s business customer segment, specifically importers and exporters whose livelihoods depend on goods moving safely across international shipping routes. The brief was to promote Custodian’s marine cargo insurance product clearly and compellingly to an audience that understands the real-world risks of international trade.
I wrote the copy to be direct, confident, and benefit-led, speaking to the practical anxieties of business owners who have experienced or can easily imagine the financial and operational consequences of a lost or damaged shipment. The headline “Protect Every Shipment, Every Time” was crafted to communicate total reliability in seven words, the core promise of the product distilled to its essence.
The body copy reinforced this message by connecting Custodian’s coverage directly to the reader’s peace of mind, making a clear and logical case for why comprehensive marine cargo insurance is not an optional extra but an essential component of any serious import and export operation. The email was part of a broader campaign spanning multiple product lines including home insurance, vehicle protection, life assurance, and trustee services.