Partners Life has launched a major brand campaign that aims to turn New Zealanders’ ‘she’ll be right’ attitude to risk on its head, with its funny yet thought-provoking approach.
The Get Life Right campaign went live on Sunday March 3 at 7pm but was presented to advisers at a launch roadshow at Skycity last Thursday, where a new tool for advisers was also revealed (see: Partners Life Launches Automated Advice Tool…).
“We want to spark a major conversation with New Zealanders about the importance of risk and taking responsibility for themselves and their families,” says Partners Life Managing Director, Naomi Ballantyne.
“The campaign is about educating people. The ads don’t say ‘buy now’, or recommend a product. They are designed to raise the tide of awareness of the risks people face in their daily lives.”
Partners Life GM Marketing and Product, Kris Ballantyne, presented the insurer’s first ever television ad to the audience, explaining the creative was not aimed at life insurance companies’ typical target audience such as first home buyers and young families.
Ballantyne said the industry can’t continue sending out messages to the same people when the number of Kiwis getting insured remains stagnant.
Instead, the campaign will target every New Zealander aged 25-54, regardless of family, marital or income status – an estimated 2.17 million people.
The insurer expects to reach 92 percent of the target audience in their first year of the campaign, as the ads reach viewers across platforms including television, Youtube, digital video, Rugby World Cup, cinemas, billboards and buses.
He highlighted two key partnerships set to drive the campaign into new territory:
1. 7 Days: the most watched NZ-produced TV program with the highest retention rate of viewers coming back to watch again and as a Friday night comedy satire show, is an unexpected place for a life company to appear
2. VICE: a global media organisation popular among the politically engaged, under-35 year old market
Two versions of the campaign ad are below:
He also noted the campaign was not created with an intention to increase Partners Life’s percentage of new business.
“We’re not trying to grow our marketshare here, we’re trying to grow the market,” he said.
During the event’s panel discussion, advisers praised the insurer for their leadership in addressing underinsurance in New Zealand.
“It was a real breath of fresh air to see the proposed advertising campaign – I thought it was informative, funny and very thought provoking,” said an adviser.
“Thanks for supporting our beloved industry and the independent financial advisers.”
Naomi Ballantyne noted in a release that New Zealand ranks second lowest in the Organisation for Economic Co-operation and Development (OECD) for the rate of insurance coverage across its population.
“We will measure the success of the campaign by the growth of the overall insurance market over time for all providers,” she said.
The Partners Life website has also undergone a complete rebuild centred around the campaign.