Campaign details

Brand: Petplan Insurance & The Secret Life of Pets
Brand owner: Allianz Insurance & Universal Pictures
Lead agency: Brand Culture, NOW
Country: United Kingdom
Industries: Insurance
Media channels: Direct marketing, Email marketing, Games & competitions, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - media, Television, Websites & microsites, Word of mouth, advocacy
Budget: 1 - 3 million

Executive Summary

Releasing in cinemas across the UK in June 2016, The Secret Life of Pets (PETS) was a new film from Illumination (producers of the Despicable Me and Minions franchises).

On behalf of the client Universal Pictures, Brand Culture developed a unique marketing partnership between the film and the UK's leading pet insurance company, Petplan (owned by Allianz) to drive pre-awareness and box office admissions for the film and encourage sales of pet insurance policies.