Insurance brand SGIO is making a virtue of the most unlucky day of the year, with a social media and PR campaign to offer ‘Friday 13th insurance’.
For every registration to Friday 13th insurance, SGIO will donate $2 to The Salvation Army Emergency Services to help them in their response to natural disasters.
A press release reads, SGIO Friday 13th Insurance is for all the people who’ve experienced those silly mishaps that happen on the most unfortunate day of the year. Like sitting in wet paint, leaving a red sock in your white wash or putting salt in your coffee instead of sugar.
A radio promotion on Nova in WA will run alongside a PR launch in Perth, as well as consumer research into local superstitions and a free BBQ activation on Friday 13th July with The Salvation Army Emergency Services.
Lead agency: Eleven PR
Digital agency: Whybin\TBWA Tequila Sydney
Media Agency: MediaCom