In an effort to address low levels of insurance with the New Zealand millennial market, J Walter Thompson has launched a new chapter of Sovereign’s Take Charge brand campaign, galvanized by the overarching sentiment of taking action.
Chief marketing and strategy officer Chris Lamers says the campaign has been created to combat everyday excuses and empower Kiwis to take action and take care of their personal and financial wellbeing.
“We can always find a reason to not pursue the life we want, to not do the things we should, to not take action,” he says. “As humans we have this incredible ability to justify why we can’t do something – especially to ourselves. But taking action isn’t always easy – sometimes the things we know we should do don’t get done.
“So we’re saying procrastinate later because action will always trump excuses. Getting a plan in place, should the unexpected happen, is important no matter what your age – and our challenge is educating millennials on how life and health insurance is relevant to them and a significant part of planning for the future.”
Honing in on the target millennial market, the predominantly digital-led campaign is anchored by a hero video Do life your way, shot by Exit Films. It challenges the viewer to take charge of life the way they want to; whether that’s by getting rid of the junk food, going out for a run, or managing time spent on technology devices to improve quality of sleep.
J Walter Thompson ECD Cleve Cameron said the challenge of the campaign was creating something that will stand out in the insurance category and establish Sovereign as a champion of action.
“The campaign is inspired by a quote from the writer and mountaineer, W H Murray, who said ‘Action has Magic’. It was this thought that inspired the creative. The energy of the music is important and the gritty music video feel of the slow-mo black and white photography really brings the attitude of action to life.”
Share this Post
