Irish Life launched a major Outdoor campaign focused on it’s family protect scheme. The OOH creative presented ‘worries’ that all Irish parents can relate to; will that wash off?, getting a nice photo of the kids, being late for crèche or simply not having enough time to get a morning coffee. But life assurance is one less thing to worry about as the campaign encouraged potential consumers to keep their families protected.
Research from Irish Life (2016) showed that 45% of parents have no life insurance or mortgage protection. The number of parents covered for illness or income protection is only 18% and 14% respectively.
Source out of home was responsible for the campaign’s OOH placement. The extensive campaign ran on 48 Sheets, Metropoles, Commuter Points and Squares, Bus Shelters and Super Rears. A transit special in Pearse Street Station was commissioned to capture the desirable commuter audience. Irish life took its OOH targeting even further by advertising in Maternity Hospitals and GP waiting rooms.
Media: Mediaworks – Creative: JWT Folk – OOH Agency: Source out of home
Pictured: Ciara Baker (Mediaworks), Siobhan Kelly (Irish Life), Orla King (Source out of home), Emma Lyons (JCDecaux)