TAL Insurance: Launching a brand nobody had heard of... in a category nobody likes

David Warren

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Campaign details

Agency: BMFAdvertiser: TALCategory: Financial Services

Executive Summary

Our task was to launch an unknown brand into a misunderstood, mistrusted and commoditized category, where well-established competitors were engaged in a war of attrition over a small number of potential buyers.

The solution, without changing any aspect of the product, was to completely rethink the benefit of life insurance for modern Australians.

Total Campaign Expenditure:

What was the strategic communications challenge?

TAL who?

TAL is the largest life insurer in Australia. However, very few Australians had ever heard of TAL. Partly because of a name...

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