New Zealand life insurance comparison website LifeDirect killed off its mascot in a TV ad to persuade viewers to plan for their own deaths. The TV ad showed LifeDirect’s mascot of almost 10 years, Simon the sloth, on a hike to celebrate buying life insurance before tumbling off a cliff to his death.
The spot was shown simultaneously across 25 different channels during prime time but aired only once. The following day, LifeDirect continued the story by placing a print ad in New Zealand newspapers. The ad was in the style of an obituary and described how Simon had failed to identify the beneficiaries of his policy, inviting readers to stake their claim to a portion of the NZ$10,000.
Participants could enter the competition by inventing stories about how they knew Simon and why he would want them to have his money. Entries could be made by completing a template form on a dedicated website, or by submitting their own entries and adding photoshopped images, etc.
Why it’s hot?
Gamification of death