Australia – Life insurance company TAL has unveiled a new brand platform reflecting its mission to make insurance more accessible. A national campaign accompanies the new brand platform, developed by Ogilvy.
TAL’s new brand platform, ‘Life Takes Guts – Protecting it should be easy,’ highlights how life insurance supports people’s resilience, especially when facing challenges.
Through the brand platform and campaign, TAL addresses the concern that life insurance can be complex to handle, especially for younger Australians. It also reframes insurance as more of a death cover than a support for various stages of their lives.
Alex Homer, chief customer and brand officer at TAL, said, “Life Takes Guts’ is about celebrating the strength Australians show every day as they face life’s challenges and reinforcing that we stand with them. We’re here to make life insurance the easy part of building a resilient life, supporting people through life’s moments and providing a safety net when needed.”
TAL and Ogilvy’s campaign reflects Australians’ lives, including the real-life stories that make it authentic.
Meant for younger Australians, the campaign is set to run across broadcast video on demand, YouTube, out-of-home advertisements, and display. The positioning platform will also be used across TAL’s assets, reinforcing its branding approach.
As part of its efforts, TAL is making its life insurance easier to navigate with two categories. Its ‘Living Insurance’ category covers income protection, critical illness, and total and permanent disability benefits. Meanwhile, the ‘Life Insurance’ category provides a sum payment if a customer passes away or is diagnosed with a terminal illness.
“Australians want to feel in control of their future, yet life insurance can sometimes seem complex and easy to put off. We’re focused on making every customer experience easier – giving people confidence with control. This means accessible products they understand, great service, and above all, genuine support and care when making a claim,” Homer said.
