A marketing campaign to die for: Video Marketing Examples #22

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Are you a rule breaker? A rule taker? A mischief maker?

Love them or hate them - you can’t help but take notice of brands that break the rules.

Take for example the life insurance company, DeadHappy. (Your attention is grabbed by the brand name alone, right?)

Think for a second about how the life insurance industry looks and feels.

How’s about a Google Image search?

Or a scroll through Shutterstock...

 Lots of hands, umbrellas, and images of happy families.

What about a look at some of the established industry companies…

Again, the whole thing follows some pretty straightforward ‘rules.’ 

It’s touchy-feely: the idea of death is treated sensitively, and the word hardly ever mentioned.

It’s “if the worst happens…” rather than “when you die.” 

And the imagery focuses on families - very much alive and well - keeping things upbeat and light.

These all seem like pretty safe rules to follow, right? Pretty non-negotiable in such a delicate area.

But what would it look like if someone came along and broke them anyway? Challenged all those perceived wisdoms and found a way to stand out?

Enter DeadHappy. 

Yep. That’s their logo. A skull and a cross.

They communicate plainly throughout their branding and tone of voice, directly calling out the taboo of death - ‘What do you want to happen when you die?’ 

 And rather than softly-shot, string-music-accompanied video ads that talk in a reverential, funereal tone about ‘preparing for the worst’ and ‘protecting your family…’

...they go for striking, funny animated stories that are laced with dark humour and dialogue.

(They’ve also created 30 second and 10 second cuts for use as online ads that really make an impact quickly.) 

Crucially, there’s a point-of-difference behind the branding, too. Where other companies ask dozens of questions and offer a process that can take ages, DeadHappy lets you answer just 4 medical questions - and get approval within 3 minutes.

This unique blend of marketing and product saw DeadHappy bag just under £5m of investment at the start of 2021 - and their growth shows no signs of slowing down. 

Feeling inspired?

Every industry has rules. 

What would it look like if you broke them?

Our team specialises in thinking of ways to help your business stand out through the magic of video.

We’d love to talk. 

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