Launching Products and Services

Case Study

Animal Friends Insurance is a not-for-profit insurance business that gives all its profits to animal welfare charities.  It was launching a life insurance product that would offer discounted premiums to non-meat eaters, who are medically proven to be healthier and live longer.

Citigate Dewe Rogerson developed a campaign to communicate the unique features of the product and provide proof points for the media.  Despite Animal Friends Insurance having little brand awareness, the launch of the life cover achieved considerable media response – over 60 pieces of national print and radio coverage.  The huge volume of coverage generated immediate interest and customers were purchasing policies the day after launch.