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Ladder /  SO GOOD / Casey Storm

"life insurance so good, they're gonna want you dead." first brand campaign for ladder life insurance

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Ladder, the newest insurance company offering flexible life insurance in minutes, set out to change the insurtech category. But to launch the brand, they needed an idea that would stand apart from the category’s barrage of offers and claims – something that could reflect the refreshingly transparent service Ladder could offer.

Using the insight that almost 1 in 2 couples with life insurance joke about taking each other out for the payout (according to a recent survey of 3,000+ respondents), the launch campaign centers on a family who has booby trapped their home to take down their Dad. The root of this attempted crime? His coverage with Ladder, a policy so good they want him dead.

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Improved top mindedness for the brand by 4x from 2021   •  +18% increase in brand favorability  •  
Improved top mindedness for the brand by 4x from 2021   •  +18% increase in brand favorability  •  
Improved top mindedness for the brand by 4x from 2021   •  +18% increase in brand favorability  •  
Improved top mindedness for the brand by 4x from 2021   •  +18% increase in brand favorability  •  
Improved top mindedness for the brand by 4x from 2021   •  +18% increase in brand favorability  •