NobleOak unveils latest campaign from Indie Challenger Brand Agency Mr Wolf
Building on its first NobleOak campaign’s sales and lead-gen success, challenger agency Mr Wolf has launched the brand’s latest work.
Following the success of the original NobleOak campaign, Mr Wolf has launched a second chapter — building on the first campaign’s strong lead generation and sales results.
That first campaign was an Effie Awards finalist and delivered a 39% increase in leads, 17% growth in sales, and a return on marketing investment of 234%. The new work brings back Sir Roderick and his long-suffering manservant Bletchley, this time introducing a new character: Sir Roderick’s decidedly modern teenage daughter, Skye.
Tony Singleton, managing partner at Mr Wolf, said the goal was to build on what worked the first time round. “We wanted to build on the successful elements of the first campaign — the distinctive characters, engagement and humour — while retaining the overt link to the idea of more noble life insurance. And Sir Roderick’s decidedly modern teenage daughter gives us a whole new relationship to explore.”
Michael Stevenson, managing partner at Mr Wolf, added: “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. We’ve been really looking forward to building on this success for NobleOak in this next chapter for the challenger brand.”
Since the first campaign, NobleOak has successfully listed on the ASX — though its founding values remain unchanged. NobleOak CEO Anthony Brown said the campaign reflects the company’s 145-year belief in “the noble purpose of helping others protect what matters most,” adding that Mr Wolf “has introduced a level of humour and relatability to a serious topic that makes for a very memorable campaign.”
The campaign launches across Pay and FTA TV in Sydney, Melbourne and Brisbane, followed by a full suite of assets from late September.
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