Pinnacle Life has launched a new campaign aimed at getting Kiwis thinking about protecting what makes them feel lucky.
The direct-to-consumer life insurer hopes the campaign will help families have a conversation about the importance of protecting what they value, and then encourage them to take action.
Pinnacle Life Chief Executive, Gillian Vaughan, says the campaign asks people to think about what they value most in their lives.
“Luck means different things to different people, but we think for most, family is central to why they feel ‘lucky’ and they are grateful for the loved ones in their lives,” she said.
The campaign shares a story of ‘the world’s luckiest man’ surrounded by the family he loves. However, his unexpected passing means his family loses a father, husband and their financial security, resulting in a harder path for his son ‘our boy’ as he grows up.
The campaign launched on 9 June with a 30sec teaser spot followed by a 60sec hero spot on 17 June which you can view below.
“We realise this story might be a bit confronting. Talking about ‘the unthinkable’ and what would happen to those left behind are big conversations to have over the dinner table, but they’re really important ones,” said Vaughan.
“Too often we’ve heard heart-breaking stories about how the grief of losing a family member – particularly the main provider – has been compounded by the loss of financial security because no life insurance cover or substantial savings were in place.
She said the campaign highlights the importance of life insurance and how it can protect those we are closest to.
General Manager of Operations, Amy Cavanaugh, added that providing New Zealanders with efficient and affordable access to life insurance is important to lifting insurance levels in the country.
“We want Kiwis to be able to protect those that matter most, in a way that it easy and affordable,” she said.
“Because in life there are lots of things that you can’t control, but putting protection in place to provide for your loved ones should the unthinkable happen, is something you do have control over.”
The campaign was developed by creative agency, YoungShand and is television and digital based.