Real Insurance shakes up life insurance sector with fresh new marketing campaign

Real Insurance has unveiled a new multi-million dollar life insurance campaign ‘What is Real’, with the initial campaign kicking off nationally.

The competitive nature of the life insurance sector will move up a notch with the new, integrated campaign spanning TV, print, digital and radio followed by a PR, social and CSR program to amplify the ‘What is Real’ campaign message. In the Australian environment of chronic under-insurance, the campaign focusses on real Australians in everyday situations, urging them to assess and protect what is most important to them – family. 

“Under-insurance is a serious threat for Australian families. The risk of financial distress to their future should the household breadwinner pass away unexpectedly is a reality,” said Sanjay Balakrishnan, General Manager, Marketing, Real Insurance.  “Our new campaign is designed to trigger an emotional response from Australians and encourage them to think about their everyday life, to remind us about the importance of securing our families should the unthinkable happen.

“Our message is simple. We have created an emotive campaign that focuses on the ‘real’ moments of family life; the simple, everyday moments to remind our customers that the real reason they take out insurance isn’t for them, it’s for the most important people in their lives – their family, it’s a small price to pay to ensure the future is stress-free.

“This campaign is an opportunity to reinforce and reposition Real Insurance against the more established players, in the eyes of our current and prospective customers.

“We want to expand our reach and create more opportunities to build emotional touch points with everyday Australians,” Balakrishnan said.  “Many people are unaware that Real Insurance has built a very strong share of the direct life insurance market since launching in Australia in 2005 and indeed is now considered one of the leading direct distributors in the sector – with products ranging from life insurance to income protection, as well as funeral insurance, car insurance and home and contents insurance.”

The campaign will have a strong focus on channel expansion and leveraging incremental brand assets, while still maintaining the strength of Real Insurance’s core pillar – direct response. The TVCs feature the voice of Australian actor David Field asking, “What is Real?” backed with a music score by UK artist George Ezra, which delivers a resounding call to action – “What are you waiting for?”.

Mr Balakrishnan shared that the first national installment of the ‘What is Real’ campaign will focus on life and funeral insurance from February – June 2015, but will broaden into other product categories moving forward. “We are keen to be viewed by the market as an innovator and a leader in providing choice, value and high quality service around a wide range of insurance offerings,” he concluded.

CREDITS: The key agencies involved in the ‘What is Real’ campaign are:

·         Client: Real Insurance

o   Sanjay Balakrishnan – General Manager, Marketing

o   Samantha Owen – Head of Brand & Marketing Communications

o   Jessica Antoun – Marketing and Communications Manager

·         Creative and digital: Rare:Smart (McCann Group)

o   Callum Mackenzie – Managing Director

o   Brett Wheeler – Creative Director

o   Roxanne Tyler – Group Account Director

·         Media strategy and buy: PHD

o   Mark Coad – Chief Executive Officer

o   Peter Hunter – Head of Business Planning

o   Shane Lennon – Business Director

·         PR and communications: ICON Communications

o   Chris Gray – Managing Director

o   Nicky Preston – Senior Consultant

o   Skye Lewis – Consultant