Thursday, November 11, 2010

Stunt launches "Frank"



FoxP2 sent through this little gem along with a great campaign. A stunt to launch a new life investment company called Frank. Frank's approach is well...Frank- you die, we pay. Simple. Great. Check out the Youtube links for the rest of the campaign, some quality stuff. Would have been cooler if he didn't have the saftey harness though.




Cape Town, 9 November, 2010 – Direct life investment company Frank.net launches today, backed by a multi million rand ad campaign, with a straight talking, ‘you die we pay’ approach, which is set to change the way people think about buying life insurance, investments and health insurance.

True to the brand, FRANK launched with a launch event and daredevil stunt in Cape Town today at the forecourt of the newly refurbished Cape Town Station, featuring an aerial skywalker who walked a tightrope between two cranes 60 metres high, in 35km winds and pouring rain, adding to the drama of the stunt, while a helicopter flew overhead with a banner saying “If he dies, we pay.” The stunt, which was conceptualised by FOXP2 and implemented by the company’s PR agency Tin Can, is aimed at creating viral talkability and adding momentum to the overall advertising campaign.



“The brief for the new brand was to position and differentiate the brand to drive demand, create a new category, challenge the convention of complexity, engage & empower consumers with a genuine emotional connection and create high visibility and talkability,” says Lenerd Louw, Frank.net’s CEO. “With this in mind we thought the name put forward by the agency namely FRANK, was a great fit and communicates this open, forthright and honest approach to long-term insurance and investment.”

He adds that the campaign needed to speak to consumers in an honest tone, without any of the emotional blackmail employed by many other brands in the category. “You won’t find FRANK talking about the changing seasons of your life or using cute Labrador puppies in the visuals. FRANK is tackling the subjects of death, disability, serious illness cover and retrenchment head on.”

“Simply put, if you die, FRANK pays; if you get seriously ill, FRANK pays; if you get disabled, FRANK pays; and if you get retrenched, FRANK pays.”

“The essence of FRANK is to be open, transparent and forthright, tackling subject matter that others might find uncomfortable or unpalatable. If you are dying you are dying, not passing away or expiring, we call a spade a spade and cancer, cancer. Our consumers will know exactly what they get and where they stand and will be able to make an informed decision based on the transparency of our products," he says.

Cape-based ad agency FoxP2, who won the account in a six-way pitch has been responsible for developing the brand name and personality, corporate identity and advertising launch campaign.


CREDITS
Credits TVC’s:Creative Director: Justin Gomes/Andrew Whitehouse
Art Director: Michael Lees-Rolfes
Copywriter: Gavin Williams
Illustrator: N/A
Cinematography: Rob Malpage
Director: Peter Pohorsky
Film Company: Plank Film Productions
Music & Sound Composition: Arnold Vermaak Ex Jam
Published / Released / Aired: tbc

Credits Radio:Creative Director: Justin Gomes/Andrew Whitehouse
Art Director: Ryan Barkhuizen/Michael Lees-Rolfes/Reijer van der Vlugt
Copywriter: Tommy Le Roux/Mimi Cooper/Justin Osburn/Simon Lotze/Gavin Williams
Production company: Milestone Studios
Sound Engineer: Virata Jugoo
Music & Sound Composition: N/A
Published / Released / Aired: tbc

Credits Print:Creative Director: Justin Gomes/Andrew Whitehouse
Art Director: Ryan Barkhuizen/Michael Lees-Rolfes/Reijer van der Vlugt
Copywriter: Tommy Le Roux/Mimi Cooper/Justin Osburn/Simon Lotze/Gavin Williams

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