Sovereign – Leaders in Life

Sovereign, a New Zealand life insurance brand, wanted to increase awareness of its brand among consumers, and thus to engage an audience outside its normal core audience of Independent Financial Advisers.

Sovereign – Leaders in Life

Category: Consumer ServicesAgency: TBWA/TequilaAdvertiser: SovereignCampaign: Leaders in Life


Declining brand health was becoming a direct threat to Sovereign's continued success.

The challenge was to re-introduce Sovereign to New Zealanders in a way that would establish a brand identity beyond the Independent Financial Advisers, and engage an audience in a category they would rather ignore.

The strategy positioned Sovereign in the context of major 'life events' to best convey the emotional freedom the brand offers and encourage consumers to embrace life insurance rather than fear it. All brand...

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