PRWeek UK Awards Winners 2016: Best Use of a Small Budget

SunLife's 'Courtesy Pet' campaign reached more than three million people in a single day, maximising its modest budget. OnePoll sponsored the award.

With National Pet Month and April Fool’s day coinciding, SunLife devised this eye-catching campaign that caused quite a stir.

Inspired by the convention that courtesy cars are offered to customers when their vehicles are being repaired, (as an April Fool’s prank) SunLife became the first insurance company to offer a ‘courtesy pet’ service for people whose pets have to spend time at the vets.

The stunt reached more than three million people in a single day and was reportedly the most-talked-about April Fool produced by a financial services company.

With a product page on the SunLife website, video, press release and masses of social-media activity getting people to try the ‘service’, the company secured almost 100 pieces of coverage across national, regional and trade press as well as a successful radio day and lots of social engagement.

The video was viewed 530,000 times in 24 hours, brand consideration went up 12 per cent and, crucially, sales rose 4.4 per cent.

Never underestimate the power of a well-timed animal meme.

 Judges’ comment

Cute, memorable idea. Clever execution, too


Highly Commended 

The not QUITE an emergency campaign – Spirit for NHS Clinical Commissioning Groups, Sussex

Finalists

Kiss of Death – Kin&CO for We Are Europe

Dad Dancing at Thorpe Park Island Beats – Taylor Herring for Thorpe Park Resort 

No Label: the world’s first transgender beer – The Romans for BrewDog 

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