Effies
Australia
Launching a brand nobody had heard of… in a category nobody likes
Agency
BMF
Client
TAL Insurance
Awards
Silver
Financial Services
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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Credits
| Head of Digital and Direct Strategy | Irina Hayward | ||||||||
| Communictions | Jennifer Rhodes | ||||||||
| Group Account Director | Danielle Richards | ||||||||
| Executive Creative Director | Cam Blackley | ||||||||
| Creative Director | Alex Derwin | ||||||||
| Art Director, Copywriter and Designer | David Ladd | ||||||||
| Art Director | Nicole Hetherington | ||||||||
| Copywriter | Simon Fowler | ||||||||
| Designer | Lincoln Grice | ||||||||
| Executive Planning Director | Christina Aventi | ||||||||
| Group Account Director | Emma McJury | ||||||||
| Senior Account Director | Aisling Colley | ||||||||
| Account Manager | Kimberley Ngo | ||||||||
| Agency Producer | Jenny Lee- Archer | ||||||||
| Director | Kim Gehrig | Revolver/Will O’Rourke | |||||||
| General Manager Brand, Marketing Communications, Digital and Social | Antony Wilson | TAL Insurance |