Insurance is a grudge purchase for young millennials. Denial, superstition and reluctance to discuss a taboo topic like cancer or death result in a passive-avoidant attitude towards insurance coverage. Most pressingly, they’ve also grown resistant to the overly sentimental and tear-jerking tonality of insurance ads.

Our brief was to develop a cut-through campaign for a specific Prudential insurance product, PruCancerX, that offers coverage for cancer. This proved to be a double whammy for us as cancer compounded the challenge of how millennials avoid taboo topics. Our task was to get them to talk about cancer as a first step into the purchase funnel.

We created a fictitious, sleek lifestyle brand on social media called Unsuay that they could ‘buy’. Unsuay released a collection of products that claimed to undo the ‘suayness’ (bad luck) of cancer.

We created two brand pages on social media and pushed out three realistic online shopping ads each featuring an Unsuay product. Further, we produced three YouTube bumper ads showcasing our Unsuay products in all their glory. We also developed two brand films introducing the founder of Unsuay and released a series of GIF and carousel ads on social media to build hype and talkability.

Clicking these ads led audiences to landing pages revealing that PruCancerX, not superstition, could effectively provide the coverage.