LifeDirect / Trade Me: R.I.P. Simon - giving a brand a new lease on life, by publicly killing its mascot

Life Direct, a life insurance comparison website, encouraged consumers to compare life insurance with the brand by killing its mascot, Simon the Sloth, as part of its campaign RIP Simon in New Zealand.

Executive Summary

RIP Simon: Giving a brand a new lease on life, by publicly killing its mascot.

Life Direct is NZ's leading life insurance comparison site, and Simon the Sloth had been the brand's mascot for nearly a decade.

The challenge for Life Direct was to create relevance, particularly among the under 40's: a group that is under-insured, just when they most need to be thinking about life insurance.