Revitalising Protection: Launching PruProtect Direct

In a category defined by death,PruProtect’s Life Insurance is true to its brand purpose ‘get more out of life’. This is thanks to PruProtect insurance being twinned with Vitality, their healthy-living programme.

PruProtect asked us to launch their Direct business by challenging the category with their ground-breaking take on protection.Our approach was to simplify the complex ‘healthy living’ story into a series of clear, tangible benefits that both explained how we’re different and give reasons to respond.

We then launched the campaign using brand ambassadors from the sports world to clearly signal healthy-living credentials in contrast to the category conventions of finance. The campaign launched in February and has met all targets.