Most protection policies focus solely on life cover. But the greatest threat to financial security isn’t death—it’s illness.
That’s why Guardian set out to highlight the importance of recommending both life cover and income protection to financial advisers.
They wanted to showcase what makes their policies stand out from the competition while emphasizing the critical need to protect clients from the financial impact of illness as well as death.
They turned to us for a super campaign idea.
We wanted advisers to start thinking of life cover and income cover as being inseparable.
Hence the idea of positioning them as the dynamic duo. Two heroes working together to protect families.
Using a comic book visual language, death and illness played the role of the villains and life cover and income protection became the superheroes.
The result was an online campaign with real cut through, that shone a spotlight on the need to protect against illness as well as death, and unmasked the value of Guardian’s products.
