Last week Fire Kite launched a campaign for McAlvany Financial Group’s Gold IRA that played on the US’ propensity to insure “everything” – including pet frogs and alien abductions. The idea was that people were often missing out on the thing they most needed to insure – their wealth.

This week, the agency placed tiny cryptic classified ads in the New York Times and Wall Street Journal. The ad read GET UFO ABDUCTION INSURANCE BEFORE THEY GET YOU, accompanied by the phone number, (1-833-NO-PROBE) and only a subtle McAlvany logo at the bottom.

“No overt brand message. No mention of Gold IRAs. Just a cryptic headline and a phone number,” stated Alex Goulart, founder and executive creative director at Fire Kite.

“The lo-fi look was intentional – designed to stand out in such serious publications and spark curiosity. It’s an audacious way to createbuzz and raise awareness for McAlvany.”

People curious enough to call the number were greeted with a brief recorded message from David McAlvany, CEO of McAlvany Financial Group, emphasising the importance of insuring your wealth andoffering a direct path to learn more about how McAlvany’s Gold IRAs act as “Wealth Insurance” for retirement savings.

Here’s the stunt’s background: