National Wills Month

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National Wills Month (March/October Campaign 2021).

The brief was to engage with a 55+ audience to inform them that they could access a free solicitors written will during March.

Breakdown

Client: National Wills Month

Summary.

Brief.

March Campaign 2021

The brief was to engage with a 55+ audience to inform them that they could access a free solicitors written will during March.

October Campaign 2021

The brief was the same as the March campaign, to engage with a 55+ audience to inform them that they could access a free solicitors written will during March.

 

Approach.

March Campaign 2021

Using a mix of programmatic media channels such as Sky Adsmart and digital audio platforms such as DAX and Spotify, we were able to drill down, not only to the correct age, but propensity to give to charity and other sub-sectors.

Layering this with above-the-line channels such as radio we were also able to reach a mass audience.

October Campaign 2021

Our approach to radio, digital audio and Sky Adsmart didn’t change from the March campaign as far as planning and delivery. For the October campaign however, we utilised online magazines and social media so we could target a new segment of the audience and introduce another touchpoint for the existing audience. We also introduced an animated TV ad to the marketing mix.

The Creative.

March Campaign 2021

As the campaign was targeting people 55 and older, we wanted to reflect that in the choice of the actors used. We selected a diverse mix of actors to make sure that we resonated with the overall target market. The feel and tone of the advert was always light, upbeat and energetic, an approach that created a positive message that people could make a real difference now for the generations ahead.

Listen to the radio advert below:

 

See the TV advertisement:


 

October Campaign 2021

For this campaign we were challenged with creating an animated video that would be used for TV advertising and across various online channels including social media. We also produced visual graphics from parts of the animation.

We used the visuals of growth and development of nature to represent the stages of our lives, from seed to fully grown, to leaving a more cultivated environment behind.

The rationale behind the move to animation was that a 55+ audience is vastly diverse so by using animation we would hopefully connect and resonate with he whole of the demographic.

See the animation video below: