Case History Database

Death. It’s not easy to talk about. And even harder to garner trust when you are a life insurer in a Royal Commission era. As category leader, TAL’s core problem was that most people understand life insurance as a benefit only paid out on death. In fact, 64% of TAL’s claims are paid out on living benefits – payments to help support people who have survived illness and injury. The ‘Scars’ campaign brings this to life sensitively, showing the ways a life well lived leaves its mark. The campaign shifted brand consideration by nearly a third and returned new business to category beating growth