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

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...

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