2017 Bronze Financial Services

Wunderman

Client: Legal&General

Things that go bump in the night

Campaign overview

How to change the way parents think about life insurance in a positive way?

By bringing to life a creatively-led campaign, Legal & General set out to speak to parents through the voices they cherish the most: children.

Strategy

Nobody wants to think the unthinkable: the idea of not being there to protect your child.

But that was the challenge faced by Legal & General.

How to change the way parents with young children think about life insurance? How to encourage the understanding that these policies maintain family wellbeing - and financial security - in the face of uncertainty?

It was crucial to tackle the challenges in a positive way, and to reinforce the Legal & General brand commitment to 'Making Life Better'?

The solution was to let parents hear it from those who mean most to them.

Creativity

The best way to get people to change the way they think about life insurance was by tugging at their heart strings.

By targeting parents with young children an emotional connection was created by placing children at the heart of the campaign.

The creative execution was authentic and powerful, capturing kids explaining their biggest fears. Different kids. Different worries. One basic need.

Through the work we travel to the unknown: a world of zombies, snakes and scary clowns. The one source of comfort from these classic children's nightmares is a parent's love.

The video links to a guide, written in partnership with a prominent child psychologist, that discusses ways in which parents can make their kids feel safe, secure and ready for whatever life throws at them.

It was up to the parents to decide what they should do next. And they did. In their droves.

Results

The work created value outside its commercial purpose.

Results showed that the tone was just right: an engaging but valuable piece of content that extended way beyond its commercial purpose.

Millions thought it was worth watching and sharing on YouTube, with over 3million views and counting.

And although this was about reappraisal and consideration with no direct call-to-action, it had the added benefit of driving sales of Legal & General life insurance products.

Team

Cara Marshall (DIRECT MARKETING CONSULTANT) LEGAL & GENERAL - Kirsty Lewis (DIRECT MARKETING MANAGER) LEGAL & GENERAL - Georgie McCarthy (Copywriter) Wunderman - Lucy Kaitcer (Art Director) Wunderman - Lauren Pleydell-Pearce (Creative Director) Wunderman - Carole Guiet (Account Director) Wunderman - Charlotte Hintzen (Account Manager) Wunderman - John Marsden (Business Director) Wunderman - Simon Luff (Strategy Director) Wunderman - Stacey Neumann (Strategist) Wunderman - Sophie Williams (Producer) Wunderman - Anna Bosworth (Senior Producer) Wunderman

Contributors

Reel Nice (Production Company)