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.
Cute, memorable idea. Clever execution, too
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