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TAL Insurance
Launching a brand nobody had heard of... in a category nobody likes

RAN IN: Australia

CLIENT
TAL Insurance

Antony Wilson, General Manager Brand, Marketing Communications, Digital and Social

AGENCY
BMF *Lead Agency

David Warren, Group Strategy Director / Author
Irina Hayward, Head of Digital and Direct Strategy
Jennifer Rhodes, Communications
Danielle Richards, Group Account Director
Cam Blackley, Executive Creative Director
Alex Derwin, Creative Director
Dave Ladd, Art Director, Copywriter and Designer
Nicole Hetherington, Art Director
Simon Fowler, Copywriter
Lincoln Grice, Designer
Christina Aventi, Executive Planning Director
Emma McJury, Group Account Director
Aisling Colley, Senior Account Director
Jenny Lee Archer, Agency Producer


SUMMARY

Our task was to launch an unknown brand into a misunderstood, mistrusted and commoditized category, where well-established competitors were engaged in a war of attrition over a small number of potential buyers.
 
The solution, without changing any aspect of the product, was to completely rethink the benefit of life insurance for modern Australians.

CASE STUDY

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CASE VIDEO


Classification: National

Language: English