Mr Wolf’s original NobleOak challenger campaign was a 2021 Effie Awards finalist, driving 39% more leads, 17% sales growth and 234% ROMI

Mr Wolf’s original campaign for NobleOak was named a finalist at the 2021 Effie Awards — one of advertising’s most respected measures of effectiveness — recognising the campaign’s genuine commercial impact rather than just its creative execution.

The results behind the nomination were substantial: a 39% increase in leads, 17% growth in sales, and a return on marketing investment of 234%. Numbers like that don’t happen by accident — they’re the payoff of building a distinctive, ownable idea rather than a forgettable one.

That idea was Sir Roderick, an eccentric but well-meaning nobleman, and his long-suffering manservant Bletchley — characters built to bring warmth and humour to a category more used to fear-based or dry, rational messaging. The campaign’s central belief: taking out life insurance, when you yourself won’t benefit from the payout, is a genuinely noble act, one that deserves real support rather than an industry that quietly avoids paying out when it matters most.

Michael Stevenson, managing partner at Mr Wolf, said the Effie nomination validated the approach in a category where cutting through is famously difficult: “Receiving an Effie nomination for the original campaign was great acknowledgment of the campaign’s effectiveness, but there’s no better recognition than the outstanding sales results it generated.”

Being named an Effie finalist places the NobleOak campaign among a small group of Australia’s most effective marketing work that year — proof that genuine creative distinctiveness and commercial results aren’t a trade-off, but go hand in hand.

Read more at Advertising Council Australia here

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