The creative theme reflected the insurance connection – “Just like William & Mary, you never know how life’ll turn out.” Using the image of plucking a daisy, each ad contemplated alternative choices for the show’s characters, based on a current storyline. We obtained all 12 episodes in advance, including timing of each ad break. We engaged creatives to write 24 ads for specific segments. Ad messages directly reflected media content – enhancing message impact and engagement with viewers.

'William & Mary' ran prime time on the highest rating channel. The campaign reached 55% of our audience (average exposures 10). July to October unprompted brand awareness increased 33% amongst 30-59 year-olds (from 12% to 16%). People considering AXA financial services increased by 8%. Excellent results – with no other activity.