We created an unbranded teaser campaign that nudged gently at other credit life insurance (CLI) providers, pointing out their shortcomings in CLI and positioning Yalu as a company that is brave and transparent. We drove the conversation online using our hashtag, #NothingToHide. Once consumers were online tweeting about the teaser billboards they had seen, we seeded interesting information about CLI and got our hashtag trending on Twitter.

During the launch phase of the campaign, we created an EXCO meeting like none other. We hosted the meeting in a totally transparent, audio-enabled booth at Maponya Mall where absolutely anyone could walk up and listen. Now that is transparent!

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