Problem:
Wills and estates are not something people like to think about. They are often left on the to do list due to the anxiety of having to think about the inevitable. The challenge was to get people aged 30 to 50 to organise their will.
Insight:
As much as we want to put off dealing with our affairs, there is a huge sense of relief once we have done it.
Idea:
Get the target audience thinking about dying, with an unexpected, light approach; once they’ve done their will, they can get on with life with real peace of mind. This idea was executed across outdoor, digital and radio.
Results:
The campaign resulted in increased website visits, enquiries and wills being completed by the target audience through Public Trustees, achieving the campaign objectives.
Campaign:
2016, Cummins&Partners.
Role:
Account manager.
Courtney Garfoot 