Campaign focuses on emotional connection to promote insurance

Another insurance company is promoting itself with a campaign designed to confront New Zealanders with the need to think about the reality of worst-case scenarios.

Tuesday, June 18th 2019, 6:00AM

Gillian Vaughan

Pinnacle Life is running an advertising campaign asking New Zealanders to think about what makes them feel lucky.

It follows Partners Life’s advertisements about unexpected death, which were temporarily pulled after the March 15 mosque shooting.

Pinnacle Life chief executive Gillian Vaughan said the campaign shared a story of “the world’s luckiest man” surrounded by the family he loves. However, his unexpected death meant his family lost a father, husband and their financial security, resulting in a harder path for his son as he grew up.

“It was important to create a campaign that would connect people emotionally to the story, those special family moments we cherish and remember – a story that celebrates life. At the same time, we want people to think about proactively protecting their families, so we show how over-looking or delaying taking out life insurance can have a ripple effect for family members," Vaughan said.

"We realise this story might be a bit confronting. Talking about ‘the unthinkable’ and what would happen to those left behind are big conversations to have over the dinner table, but they’re really important ones.

“Too often we’ve heard heart-breaking stories about how the grief of losing a family member – particularly the main provider – has been compounded by the loss of financial security because no life insurance cover or substantial savings were in place.

“This campaign highlights why life insurance is so important – protecting those closest to us should we pass unexpectedly and it urges Kiwis to protect what makes them feel lucky.”

Tags: Pinnacle Life