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The 'F' Word.
Product launch.

59% increase in enquiries vs Sunlife's previous product launches.Engagement rate of 0.12% of total reach.

Product launch challenge.

How do you break the social taboos around death in order to get people talking about their funeral wishes? The challenge set by SunLife to launch their new guaranteed funeral plan.

Product launch solution.

We wanted to empower people to take control of their final plans and discuss them with family and friends, so people got the send-off they wanted – without laying the financial burden on their loved ones.

Our ‘F’ word campaign included experiential and OOH to grab attention using one taboo to start conversations about another.

Product launch results.

In the first few weeks of launch, SunLife saw a huge spike in funeral plan enquiries and sign-ups as a result of our campaign.

  • 59% increase in enquiries vs Sunlife’s previous product launches.
  • Engagement rate of 0.12% of total reach.


Product launch testimonial.

“Five by Five have been involved in our launch process of Guaranteed Funeral Plan since the start.  They created a concept for one of the DRTV executions featuring Alan Titchmarsh and helped us develop the strategy and execution for the experiential campaign, supporting our existing plans for direct mail and print. This was a brave approach for us and literally brought the brand and our positive message to the street. We wanted to help people start the often difficult conversation about planning a funeral – and so the impactful insight behind the ‘f word’ creative approach was spot on. We’re now working with the agency to develop the campaign further in 2019 after an encouraging test.”

Steve Manser, Senior Marketing Manager – Sunlife.

Let’s launch something together. Get in touch.