HCF Life

Brief

Drive leads for the seemingly impossible – income protection for twenty-somethings who have little in the way of commitments and a general belief that ‘it won’t happen to me’.

Solution

Working with media strategy partner Engaging Communications, we developed an online campaign which tapped into an existing cultural phenomenon, fail compilations. Rather than hit them with condescending, authoritative advertising messages, we met them on their level with ‘It’s all fun and games until someone loses an income’.

Using a mix of 15s pre-roll, display media and other Google formats, we drove over 2,000 leads to HCF’s campaign landing page.