Campaign focuses on emotional connection to promote insurance

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.