Client: Abbey Life
Agency: TBWA Payne Stracey
Copywriter: Darren Shea
Art director: Marcel Cowan
Agency: WWAV Rapp Collins
Copywriter: Barry Evans
Art director: Brendan McGrath
Client: W Jordan (Cereals)
Agency: Osprey Park
Copywriter: Mike Reynolds
Art director: Seth Crewe
A traditional tactic in the critical illness insurance market, which is
concerned with life-threatening conditions such as cancer and heart
disease, has been to use fear to drive response. Often this has led to
The agency challenged this approach, building empathy with the target
audience through a combination of emotion and factual information.
Photographs and headlines combined to show that when someone suffers
serious illness, the lives of others are dramatically affected as
Instead of concentrating exclusively on the financial pages, the ads
were extended into women’s pages and health features.
To date, the campaign is 20% ahead of target on response volumes, with a
50% cut in the cost per lead. An unexpected benefit is that charities
which support the aims of the campaign have approached Abbey Life to
discuss the possibility of joint ventures.
’A hard category to judge, with a lot of good work,’ said the
’Much careful thought went in to the strategy and the execution of the
winning campaign. It pulled on different emotional strings.’
With so much money in the economy from building society windfalls,
Shelter decided to see whether some could be syphoned in its direction.
Media were chosen which had performed well in the previous winter
recruitment campaign, and also which would have readers benefiting from
This was unknown territory, and results were hard to predict. The
charity hoped for a 1:1 return on investment and achieved 1.36:1, with
the average donation 12 times higher than in previous campaigns.
Jordan had a maximum of 100,000 samples of four cereals to give away,
and a pounds 20,000 advertising budget. To avoid the danger of being
swamped, the agency ’drip fed’ ads into The Guardian Weekend magazine,
and up-market Sunday titles, targeting adults over 35, with a bias to
women. The key proposition was: ’Try four of these products for free and
discover that real food tastes better’. The campaign attracted 92,000
This article was first published on Marketing