The life insurance category has been built upon a religion of fear and guilt. Beagle Street is the heretic voice; truly passionate about their customer’s wellbeing.

Our research showed that wellbeing was not just about the obvious healthy lifestyle, but also personal happiness, which was equally as important.

Together with The Guardian we came up with the revolutionary ‘Happy for Life Project’. A huge undertaking, which tracked and elevated the happiness of the nation.

We achieved this by inspiring and empowering people to make positive life changes.

The execution saw Beagle Street completely transcend the category whilst driving unprecedented results.

The app itself was well loved.

12,000 downloads were expected, but we got 30,000 and in 3 months each user spent over 2 hours with the app.

90% were return users with the other 10% new. So people came back!

And it drove consideration, with general consideration increasing from 3% to 35% (expected rise was 6-7%).

And sales?

Since launch the project has resulted in 15% of Beagle Street’s total direct sales.

And yes, we did make the nation happier too!

Every day, the beautifully executed Happy for Life app prompted users to complete one simple, heart-lifting activity. They did it (or didn’t!) and fed back on how it made them feel, watching the results unfurl in real time.

Throughout the project users discovered not just what activities worked for them, but also what worked for the nation as the data compared happiness levels across gender, geography and types of activity.

The Happy for Life app was truly unique to the category.

But it didn’t just stand out amongst the competition. We managed to raise the nation’s happiness levels by 12%.

Only 20% of professionals with young families have life insurance, yet with their financial obligations, they often need it the most.

The day-to-day challenges of family life mean they often struggle to make decisions about their future.

Our iconoclastic strategy was to target this huge yet untapped group, with a communication platform that truly understood their needs.

The revolutionary ‘Happy for Life Project’ was embraced by our audience because it helped them focus on themselves now and improve their mental wellbeing.

By harnessing happiness & mindfulness, we empowered our audience to take on and overcome challenging conversations about their future.