Partners Life: The Last Performance

Partners Life, a New Zealand-based insurance company, increased consideration, awareness and enquiries in New Zealand by using the ‘hindsight of the dead’ to convince customers to take out insurance.

Campaign details

Brand: Partners Life Brand owner: Dai-ichi Life Holdings Entrant company: SpecialIdea creation: Special Auckland Market: New Zealand Sector: Insurance Media channels: Online video, Public relations, Video on demand, Social media, Sponsorship - media, Websites & micrositesBudget: Up to 500k

Executive summary

New Zealand is one of the most under-insured countries in the world for life insurance.

To change the mindset of the nation, Partners Life teamed up with NZ’s highest-rating ‘murder mystery’ show TV – The Brokenwood Mysteries.

Working with TVNZ, the...

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