Caution: Ferocious Turtle

I met a ferocious turtle once. Turns out it was just hungry ... Actually, the sign above is an ingenious direct mail campaign by SulAmérica, a provider of home insurance. The company has a very unusual database of what pets their clients own.

Sun/MRM ad agency of Brazil engineered a clever direct mail campaign, where they send funny signs to people who have birds, turtles, ferrets but no watch dogs to protect their homes! With this customized campaign, over 85% of the people renewed their insurance (as compared to 30% the year before the campaign).

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