Aimed at driving home 1Life Direct’s positioning, the campaign developed by Upstream uses the analogy of the amount of toilet paper used during an average bathroom visit to the amount of paperwork generated for insurance claims to emphasise how 1Life Direct’s hassle-free offering requires no paperwork.

After showcasing the typical insurance costs for a range of individuals, the 1Life Direct creative tells consumers: "Dial 0860 10 47 91 or simply SMS Life to 40065 and we’ll call you back. It’s that simple."

Making use of Standard Washroom Frames in TLC’s network of washrooms in cinemas; ACSA’s 10 international airports; and LSM B malls, 1Life Direct aims to hone in on both LSM six to 10 and LSM four to six category consumers.

TLC’s Brett Tucker comments: “The concept of a paperless approach in an industry known for lots of laborious paper work is a very appealing one - especially to today’s consumer. The combination of coverage in airports; malls; and cinemas will ensure 1Life Direct receive the desired exposure across a broad demographic. The campaign really does make one think more carefully about personal coverage and how affordable it is with 1Life Direct.”