TAL’s launch of a new consumer brand campaign portraying the defining moments – the highlights and the challenges – experienced by Australians throughout life, attracted high reader interest this week…
TAL has launched a new consumer brand campaign portraying the defining moments – the highlights and the challenges – experienced by Australians throughout life.
TAL Chief Customer & Brand Officer Alex Homer says the Whatever Life Holds campaign “…captures the breadth and beauty of Australian life, alongside the unpredictable moments that make up the good days, the tough days, and all those in between.”
He says the Whatever Life Holds campaign is also a reflection of TAL’s commitment to delivering for its five million customers.
“Central to that is paying claims and providing support during their most challenging times – whether they are recovering from an injury or illness or after the loss of a loved one.”
TAL reported earlier in November that of the 32,456 individuals and their beneficiaries who received payments during the six months from 1 April 2023, 75% were living benefits (see: Record $2 Billion in Claims Paid in Six Months).
The insurer says the new campaign is the latest evolution in its brand platform which launched in 2016 with This Australian Life and Scars in 2019. The major campaign, which includes ads cut into 30-second and 15-second versions, will be supported by outdoor and digital.
The campaign premiered during the 2023 NAB AFLW Finals Series on 25 November.
Click here to view Whatever Life Holds (30 second version).
I would be more welcoming of this approach if it wasn’t primarily a exercise in branding. There is no doubt that in a time such as now, where every dollar spent by consumers is being seriously considered in the hard light of best value, that our customers are hurting. Insurance was always a grudge purchase: clients could defer the decision, thinking they had time.
I don’t think this slick production actually promotes the true value of holding life insurance which, when it all boils down to it, is about care and love for family. Sadly there has always been a tendency amongst ALL life insurers that any helpful promotional material provided to advisers for handing to clients, had to be branded.
Blatant branding messaging always gives the watcher/listener an opportunity to opt out by saying “they would be doing that, wouldn’t they”. CBA spends a fortune on branding on Australian cricket uniforms, while closing branches and ATMs. The vehemence of the hard feeling towards CBA is increasing every day.
And this type of material certainly does not help those clients clients who are suffering significantly at the hands of insurers, who have made poor commercial and political decisions in the past, and who are now seeking to regain profitability, and its attendant evil, shareholder value, by blatantly gouging those policyholders who been loyal to them for many years, while offering and announced inducements for new policyholders.
Well said Old Risky, as usual. I would simply add a thought based on your mention of the insurers gouging policyholders who’ve been loyal for many years (in your final sentence).
My thought is that it echoes resoundingly with the way they’ve gouged advisers who’ve been loyal to them for many decades when insurers rolled over and quietly acquiesced to allow government to increase clawback periods and decrease commissions without so much as an ‘excuse me?’. Seems the insurers are experts at biting TWO hands that feed them simultaneously. So what do we have because of this errand insurer behaviour?
THIS is what we have now: We have clients deserting the insurers in droves as the highway robbery style premium increases bite year on year AND we have advisers deserting insurers in droves because the reward for effort for helping clients (remuneration) is now little more than an insulting after thought that doesn’t even cover adviser expenses.
Oh, and lets not forget the deplorable, sloppy excuses that pass now for policy ‘contractual definitions’ insurers now offer up to IP clients, hoping they won’t notice as less advisers are around now to point important things out like this to consumers. Appalling, just appalling, what insurers have become.
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