Free Wills Month

Client
Capacity Marketing for Charities, National Wills Month
Services
Media planning and buying
Creative display artwork
Audience building
Programmatic
TV production
In short

Twice a year we run a highly targeted omnichannel campaign engaging with an audience demographic of over 55, informing them of the free solicitors written will service they could have access to. As part of the campaign, we encourage the audience to complete a form and participate in Legacy Free Wills month.

Using an audience first approach and a mix of programmatic media channels, including Sky Adsmart, digital display and digital audio, we were able to drill down, not only to the correct age, but also propensity to give to charity and other sub-sectors. 

We produced an animated video that would be used for TV advertising and across various online channels including social media. The campaign results saw over 1.7m impressions delivered over three weeks; Google audience on apps had 140 % above expected response, and digital audio delivered 98% LTR with over 450,000 listens.

Completed
March 2023

Goal:

To run a highlytargeted omnichannel campaign engaging with an audience demographic of over 55,informing them of the free solicitors written will service they could haveaccess to. As part of the campaign, to also encourage the audience to completea form and participate in the Legacy Free Wills month campaign.  

Approach:

This year we went with an audience first approach for National Wills. The bespoke audience builds not only leveraged insights but allowed a greater understanding of the audience and competitive set, both physically and digitally.

Using a mix of programmatic media channels such as Sky Adsmart, digital display and digital audio platforms like DAX and podcasts, we were able to drill down, not only to the correct age, but propensity to give to charity and other sub-sectors. 

We produced an animated video that would be used to TV advertising and across various online channels including social media. 

The use of growth and development in nature visuals represent the stages of our lives, from seed to fully grown, to leaving a more cultivated environment behind. The rationale behind using animation, compared to previous live action film, was to increase engagement with this largely diverse audience and to make the service easy to understand. 

No items found.
No items found.

Success:

In September 2023 Ubiquity were invited to speak at the “A lifetime in Legacies Conference” in London, celebrating 15 years of the excellent work of the National Free Wills Network. 

We provided a talk to over 50 of the UK’s biggest Charities focussing on audience insight, in-depth profiling to help talk to their legacy supporters both warm and cold, and the importance of accessibility within marketing.

No items found.

Other. Projects.