What a brief. A client bang in the middle of an - ahem - 'low-interest sector'; a desperately overcrowded market; dozens of competitors spending cash like it's going out of fashion, all searching for some functional justification for why customers should head to desperateforattention.com instead of cryforhelp.co.uk.
And what cracked the problem, driving up visits by the gazillionfold and requests for quotes by 80%? Building emotional values into what everyone presumed was a dispassionate buying process, buying a big idea and having the courage and wherewithal to apply it through all media. Oh yes, and employing a healthy dose of wit. In short, a brand has been built.
Alexandr the meerkat - whose head of IT, Sergei, has just joined the ads - even has 10 times the number of fans on Facebook than Dr Who: more than 350,000. Think about that next time a 'low-interest sector' brief lands on your desk.
Hats off to all those concerned, especially the client who had the guts to buy it.
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