Life insurance for less than two coffees a month.
Targeting
Busy, on-the-go mums
Life insurance is a category people actively avoid thinking about. This campaign met busy mums in a relaxed, everyday moment, buying a coffee, reframing a serious financial decision as something as small and achievable as a daily habit.
Challenge
Low-interest, time-poor audience
Life insurance is low-interest and easy to postpone, especially for time-poor parents who rarely engage with financial products outside a prompted moment.
Why it worked
Turning awareness into action
Takeout bags and coffee cups reached mums during a genuine pause in their day, pairing an affordability message, “less than two coffees a month,” with a £100 prize draw to convert passive awareness into an active sign-up.
More work
