Young people are not enthusiastic uptakes of life insurance. To them, it means death insurance, and that’s outside their realm. Ogilvy has created Life Takes Guts – Protecting it should be easy for insurer, TAL’s life insurance, to break through the wall of resistance (or ignoring) and reflecting the brand’s mission to make life and disability insurance easier and more accessible. The approach empathises with the courage people show when faced with different challenges, and positions life insurance as supporting their resilience. It also addresses feedback that many people find life insurance complex and difficult to connect with.
The campaign creative is designed to reflect real Australian lives, with each of the campaign executions telling a different story.
Ogilvy managing partner, Sally Borda, stated, “TAL’s ambition challenged us to move beyond the usual category tropes of life insurance and provided the ideal opportunity to apply an agile way of working that united specialists from across the full Ogilvy network, and within TAL. This allowed Ogilvy and TAL to act as one team to create impactful, behaviour-changing work.”
The campaign will run across BVOD, YouTube, OOH and display, particularly targeting young Australians through streaming and social executions.
The broader Life Takes Guts positioning platform will also be used throughout TAL’s owned assets, and as an internal tool to reinforce its new branding approach throughout the organisation.
“Australians want to feel in control of their future, yet life insurance can sometimes seem complex and easy to put off,” stated Alex Homer, TAL chief customer and brand officer. “We’re focused on making every customer experience easier – giving people confidence with control. This means accessible products they understand, great service, and above all, genuine support and care when making a claim.”
TAL is also simplifying how it talks about life insurance, using two clear categories – Living Insurance, covering income protection, critical illness and total and permanent disability benefits to support recovery after a health setback; and Life Insurance, which provides a lump sum payment if a customer passes away or is diagnosed with a terminal illness.
Credits
Client: TAL
Chief Customer & Brand Officer: Alex Homer
General Manager Brand & Communications: Antony Wilson
Head of Brand: Michelle Singer
Senior Brand Manager: Joline Samawi
Brand Managers: & Jade Su
Strategy, Creative, PR: Ogilvy Australia (including Ogilvy Health, Ogilvy PR)
Agency Production: Hogarth
Production Company: Revolver
Director: Fiona McGee
Photographer: Corey White
Sound Design: Rumble
Inclusivity Partners: Shift 20, Get Skilled Access, Inclusively Made
Media Agency: Spark Foundry
General Manager: Kimberly LeQuire
Strategy Director: James De Bond
Client Partner: Feruzan Reporter
