Insurance provider TAL has launched a new brand platform, Life Takes Guts – Protecting it should be easy, positioning life insurance as a way to support Australians through life’s challenges and aiming to simplify how the category is understood.
The Ogilvy campaign responds to research showing that many Australians, particularly younger people, see life insurance primarily as death cover and less relevant to their current stage of life.
TAL Chief Customer and Brand Officer, Alex Homer, said: “‘Life Takes Guts’ is about celebrating the strength Australians show every day as they face life’s challenges and reinforcing that we stand with them.”
“We’re here to make life insurance the easy part of building a resilient life, supporting people through life’s moments and providing a safety net when needed.”
‘Life Takes Guts’
The campaign features stories reflecting real Australian experiences, including one featuring a real-life couple. It will run nationally across BVOD, YouTube, OOH, and display, with targeted social and streaming content aimed at younger audiences.
Ogilvy Managing Partner Sally Borda said: “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.”
Launched this week, the campaign will be seen across Broadcast Video on Demand (BVOD), YouTube, Out of Home (OOH), and display, particularly targeting young Australians through streaming and social executions.
The broader ‘Life Takes Guts’ positioning platform will also be utilised throughout TAL’s owned assets, and as an internal tool to further reinforce its new branding approach throughout the organisation.
Easier, accessible and great service
“Australians want to feel in control of their future, yet life insurance can sometimes seem complex and easy to put off,” said Homer.
“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.
Creating a product of value
Despite rising underinsurance levels, TAL research found that many younger Australians think life insurance is only about death cover, and something they don’t need to worry about until later.
However, 74% of claims TAL paid in its last financial year were Living Insurance benefits, supporting recovery after an accident or illness, which can happen at any age.
“We want to start a conversation with young people and people who may not think life insurance is for them,” said Homer.
“When you think about losing the ability to earn an income, to pay your bills, or support your family, it’s clear this is a product of value.”
Campaign Credits
Client: TAL
Alex Homer, Chief Customer & Brand Officer
Antony Wilson, General Manager Brand & Communications
Michelle Singer, Head of Brand
Joline Samawi, Senior Brand Manager
Amber Lowings, Brand Manager
Jade Su, Brand Manager
Strategy, Creative, PR: Ogilvy Australia (including Ogilvy Health, Ogilvy PR)
Agency Production: Hogarth
Production Company: Revolver
Fiona McGee, Director
Corey White, Photographer
Sound Design: Rumble
Inclusivity Partners: Shift 20, Get Skilled Access, Inclusively Made
Media Agency: Spark Foundry
Kimberly LeQuire, General Manager
James De Bond, Strategy Director
Feruzan Reporter, Client Partner