Campaign details
Agency: BMFAdvertiser: TALCategory: Financial Services
Executive 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.
Total Campaign Expenditure:
What was the strategic communications challenge?
TAL who?
TAL is the largest life insurer in Australia. However, very few Australians had ever heard of TAL. Partly because of a name...