TAL has launched its first consumer-focused advertising campaign designed to broaden awareness of the insurer and to raise the profile of the wider life insurance sector.
As such the group will run a series of television adverts, outdoor billboards, digital ads in mainstream news websites and ground advertising at AFL games towards the end of the season that play on the three letters in the insurer’s name.
TAL, Chief Executive and Managing Director, Brett Clark said the insurer wanted to emphasise that its purpose was to “protect people, not things” with the adverts focused on the lives of Australians and carrying the tagline This Australian Life.
Clark said the campaign would make TAL more visible to consumers by focusing on the value of the Australian way of life and the importance of protecting what was important to consumers.
“In recent times it has become very clear that the life insurance industry has some work to do in raising standards and practices while also building trust with consumers,” Clark said, adding “It’s also hard to trust an organisation when you don’t know much about them. That’s why we are investing in our brand story more widely.”
“It’s also hard to trust an organisation when you don’t know much about them”
“As the leading life insurer in Australia, we believe that we have a responsibility to invest in raising the awareness of what life insurance does in the Australian community. Ultimately this is to ensure lifestyles filled with choices, options and freedoms – a very Australian definition of wealth and happiness.
Clark said the intent of TAL was to grow consumer confidence in life insurance and to grow the wider life insurance market and this was not related to channels or brands,
“For us this is not about channel – it is and always has been a fundamental principle of our business that the consumer can choose how they access cover; directly through us or another trusted brand, through a financial adviser or through their superannuation,” Clark said.
The first television ad in the campaign can be found here.
