So why Get Life Right Campaign?Issue 16
To this point, Partners Life has not been a particularly well known company or brand. As we have talked about in previous editions of Partners Papers, this was partly by design. Research told us that even a number of our policy holders didn’t know who Partners Life was.
We strongly support independent financial advisers as the best option for New Zealanders and believe that if we are the right choice for an individual or family, the recommendation of an expert carries more weight than any amount of marketing or branding. Independent advisers do a fantastic job for their clients, but being small businesses, they can only reach so many New Zealanders, and that leads to a much larger problem.
New Zealand has the second worst penetration of Life Insurance of all OECD countries. As a nation, we don’t seem to want to talk about or even think about bad things happening to us or our loved ones and, as such, a large percentage of us simply won’t buy the cover we need to protect ourselves.
As an industry, we simply haven’t managed to crack the nut of prompting awareness amongst the nearly 50% of Kiwis who have never engaged with or purchased any form of personal insurance product. That is a huge concern.
At Partners Life we’ve always taken a bold and disruptive approach, rather than do things the way they have always been done. Images of happy families walking on the beach, closeups of an elderly person talking to a camera or ‘avoiding the issue’ by talking about life wasn’t going to do anything for anyone, other than make us feel good about being on TV. As such, we decided on a very different approach – putting a very frank conversation about death through the lens of Kiwi humour and challenging Kiwis to think about the very real possibility that bad things can and do happen, and that those bad things have financial consequences. So we went right back to the drawing board and decided that if nobody else had managed to prompt awareness of financial risks and interruptions amongst Kiwis, we should give it our best attempt. After all, this business was founded with the goal of closing New Zealand’s underinsurance gap.
We are extremely encouraged by the response to our campaign, which has been overwhelmingly positive. Intended to be bold and provocative, Get Life Right has not appealed to everyone, and it won’t. In fact, Partners Life has had a small number of negative responses, including some from our policy holders. It has never been our intention to offend or upset anyone, however, we think that humour aside, the message we are trying to convey is a very important one. If you have seen any of our ads on TV, online or outdoors, you might notice that there is no mention of any specific product, or any ‘call to action’ to buy anything – we chose to launch this campaign in order to build awareness and start a conversation, not to sell anything to anyone.
As part of the wider Get Life Right communications strategy, we’ve also looked at how we deliver our message and reach people in places where it will resonate most with them. Therefore, and in keeping with the theme of tapping into Kiwi humour, we’ve partnered with one of New Zealand’s most popular comedy shows, 7 Days. It’s an ideal brand fit and a great way to reach an audience who enjoys a satirical approach to some of life’s more serious matters. We’ve also launched an informative but entertaining video and editorial series with Vice where we’ll take a look at different cultural and social approaches to what happens when we stop happening. You’ll be able to view this content on both Vice and the Partners Life Facebook page during June and July.
Along with the campaign, we’ve also launched a new public website. We wanted a site that communicates to customers clearly what we are all about at Partners Life - what we stand for and what we champion! Our new site reflects a modern design and is fast and easy to use so that customers have a great experience. Pop along and have a look at partnerslife.co.nz. We are extremely proud of Get Life Right, and we are committed to keeping a continued conversation going with the public around the risks of life. Hopefully, over time, this will lead to more New Zealanders accessing the right protection. Protection that they and their family need, regardless of whether that ends up being with Partners Life or not.