Ladder - "So Dead"

FRED & FARID Los Angeles

FRED & FARID Los Angeles Los Angeles , Stati Uniti

Premi

1968

Marca: Ladder
Paese: Stati Uniti

Cliente: Ladder

Titolo	So Dead
Agenzia	FRED & FARID Los Angeles
Campagna	So Dead
Cliente	Ladder
Marca	Ladder
Posted	Luglio 2022
Settore	Assicurazioni
Trama	Most life insurance brands attempt to appeal to families with cheesy, overly-sweet, mushy gushy messaging. But as a family-owned startup, with a conservative media budget, Ladder Life Insurance could not afford to meld in amongst the category, or fly under the radar, with a typical approach.The brand recognized a truth: When one family member signs up for a really great life insurance plan, the rest of the family playfully jokes about killing the policyholder.Ladder launched a campaign called: “Life Insurance So Good, They’re Gonna Want You Dead.”In a film, a dad arrives home from work to find that the house has been booby-trapped by his wife, son, daughter, and even his dog. In the end, we realize it’s because Dad has a great life insurance plan with Ladder.RESULTS:Positive Brand Lift in Favorability: +920% above benchmarkPositive Consideration Lift: +73% above benchmarkVideo Completion Rate: 33x benchmarkYouTube Views: 2.5 Million
Tipo di Media	Televisione
Lunghezza	60 seconds
Chief Creative Officers	Fred & Farid
Creative Director	Chelsea Steiger
Business Director	Nathan Smith
Copywriter	Hilary Smith
Executive Producer	Amanda Van Caneghem
Producer	Kristin Childers
Casa di Produzione	Kapsized
Director	Casey Storm
Executive Producer	Jed Herold
Executive Producer	Scott Kaplan
DP	Jake Polonsky
Producer	John Gilliland
Editing Company	Exile Editorial
Editor	Matt Murphy
Assistant Editor	Eduardo Wong
Editorial Company Executive Producer	CL Kumpata
HOP	Jennifer Locke
Post-production Producer	David Won
Footage	Co3 / Los Angeles