Bringing a light touch to a dark subject

What we did:
• Research
• DM Campaign

82,000 of the 8.2m UK pensions are being paid to the deceased, costing pension schemes £200m a year. Leading pension administration software providers Profund required a direct mail campaign to highlight the benefits of their ‘Mortality Tracing’ product, which non-intrusively checks whether or not pension scheme members are still alive.


Playing with the proposition ‘are your records out of date?’, we produced a series of 7” mailers that looked like out of date records. Titles taken from 70s and 80s singles, ‘released’ under our own Mortality Records label, made for an impactful, wry piece that generated extremely healthy business, producing over 1000% return on investment.

*Work produced as The Quick Brown Fox

“The campaign for Profund’s ‘Mortality Tracing’ product surpassed all expectations. Creatively it was excellent, but it was the revenue it generated that amazed us – with an ROI of tenfold this is the best result I’ve seen commercially.”

Head of Marketing, Jardine Lloyd Thompson