Campaign details
Brand: EFU LifeBrand owner: EFU LifeEntrant company: EFU Life Assurance, KarachiIdea creation: MullenLowe Rauf, KarachiMarket: PakistanSector: InsuranceMedia channels: Online display, Online video, Radio & audio, Search marketing, Social media, Websites & micrositesBudget: 500k - 1 million
Executive summary
The communication used in the insurance category is very functional, serious and all about safety & security. Most brands use an element of fear to make people aware of the harsh realities of life. They also make use of phrases and jargons which end up...