TAL Launches New Consumer Engagement Campaign


TAL has announced the launch of a new consumer-facing digital campaign focusing on the value of life insurance.

TALs Chief Customer and Brand Officer, Alex Homer

Through this new campaign, the insurer says it is endeavouring to address what it refers to as “…one of the biggest challenges facing the life insurance industry”, namely seeking greater community engagement with the value of life insurance and making it more relevant and meaningful in the mind of the consumer.

TAL says its ‘The Value of You’ campaign has taken “…a human, insight-led creative approach to developing a suite of meaningful and emotionally engaging content, delivered in digital form, designed to connect Australians with value of the life insurance category.”

While life insurance plays a critical role in the lives of millions of Australians, TAL’s Chief Customer and Brand Officer, Alex Homer, said it’s not always easy to convey the true value of the category and its products when compared to other forms of insurance. “One reason for this is because the times at which customers need to claim are fewer, though often more significant in nature,” he said.

Homer added that the campaign was designed to tackle that challenge by revealing to people that their most valuable asset is themselves, achieved by enabling them to see their own value through the eyes of those they love most.

The campaign consisted of two films exploring the concept of value through everyday Australians telling their loved ones how much they truly mean to them, where people were asked to look beyond the most obvious things on which they place value, such as their house, car and possessions – and ask themselves, “do you value you?”.

Advisers can access both 30-second and two-minute versions of the two films – ‘The Value of You – Kids’ and ‘The Value of You – Couples’ by following these links:

The Value of You: 30-second versions

The Value of You: Two-minute versions

New Interactive Tool

TAL also commissioned research to examine the way Australians relate to their own worth. This research resulted in the insurer developing an interactive tool intended to enable consumers to reflect on the way they view their own personal value. Click here to access the new interactive tool for consumers.