As the UK’s biggest pet insurer, Petplan is always looking to improve its customer acquisition strategy. For this acquisition journey, we were tasked with engaging experienced pet owners who were cynical about pet insurance.


Working as part of a creative team, I developed concepts that challenged experienced pet owners with a quiz that included fun facts and facts about the importance of insuring pets. I also developed a fresh, new, colourful eye-catching look for this five-step campaign, it was their most successful campaign to date, beating their banker campaign of five years.

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© 2016 by Jennifer Baxter.