From dragon rides, to giant robot fights, space explosions and more…the key executions for this campaign were YouTube banners played over a range of movie trailers. The copy within each of the banners related both to the dramatic scene within the trailer and a reminder that Prudential insurance has the insurance plan to cover it.

We targeted YouTube movie trailers that had a two month relevancy, either with a movie that was live in cinemas or coming within the next two months. Each of the YouTube clips was already thousands of views per day through it’s own publicity and promotion and by adding banners we tapped into this viewership. There was a preference for movies with family appeal as well, to ensure we would speak to parents who were a primary target of home and life insurance, while insurance offers around travel and dames were broader in appeal.