How we put the "life" into insurance with real customer stories
It’s hard to feel an emotional connection to a brand that you only need when the worst happens. However, InsuranceLine knew from experience that actual customer stories were a powerful motivator. The challenge was to find these people and convince them to share their very personal experiences with Australia.
Working together with InsuranceLine, we identified and persuaded three sets of real InsuranceLine beneficiaries to tell their touching stories on camera. The interviews were then crafted into 60 and 90 second TVCs, You Tube pre-rolls and a whole series of web videos showcased on a campaign microsite.
These stories brought to life the tangible benefits of InsuranceLine’s cover, and also helped build the new brand of “Life Insurance for Great Australians”, celebrating those who had left their loved ones protected.