In a world driven by comparisons sites, you can be forgiven for thinking the only thing that matters when choosing a protection policy is price.
The truth is Guardian life and critical illness policies contain definitions and features that offer superior cover to typical policies.
Guardian needed to make advisers aware of these key differences and ensure they understood how and why they provide better protection for their clients.
So we created a number of personal stories to explain how individuals would have been better protected if they’d chosen a Guardian policy rather than a typical policy.
All the stories are brought together under the single campaign thought of ‘What every adviser needs to know’.
The individual stories were promoted through on and offline advertising and via social media and email marketing, all of which drive advisers to a dedicated website where all the characters and their stories can be viewed.
