Capital Legacy Brand Campaign TVC

Life can be unexpected.

The purpose of this campaign was to create B2C awareness and make the Capital legacy brand more consumer-focused with their interests and behaviours. We wanted Capital Legacy to be first to mind with their consumers and to Build a recognisable, household brand name synonymous with Wills & Estates. We used Google Search, Facebook and Instagram as well as programmatic display to get the desired results. We also designed and animated a TVC for Capital Legacy which started in May 2019 with the concept all the way to August where the ad was distributed to the various media channels.

Consumer take out:
Don’t wait till it’s too late to get your Will sorted.
Capital Legacy is the Will provider of choice.

Brand Objective:
Build a recognisable, household brand name synonymous with Wills & Estates.

Campaign outcome:
Brand recognition
Education (Wills not funeral plans)
Leads

Insight:
Often takes a close call with death or someone we know for us to take stock and get our affairs in order.

Message:
Life is unexpected. Don’t wait till it’s too late to get your Last Will & Testament drafted.

Concept:
An everyday, normal event, causes a completely unexpected close call with death for an unrelated person.

The humour comes from the totally unexpected potential cause of death – highlighting the gravitas of the message of getting your Last Will & Testament drafted or updated.

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