AUCKLAND, Today: A collaboration of local and international agencies brought AIA’s Share the Love to life, with NZ media agency Together, Australian creative agency Bullfrog and NZ shop Pead PR.
Share the Love is a first-of-its-kind initiative in New Zealand where new AIA policy holders are given six months of free life insurance valued at $50,000 to gift to a loved one for free.
Pead senior account exec Lucy Houghton said: “The creative idea behind the campaign taps into a truth about New Zealanders being the most oversharing nation in the world.
“The wider marketing plan rolled out across digital, social media and a partnership with TV3’s The Project.”
“We don’t mean the TMI kind, but the other kind of oversharing: The one that comes from the heart. But, as our survey results confirmed, the one area where Kiwis keep quiet is when it comes to discussing life insurance and financial planning, so Share the Love aims to shift the conversations around these taboo topics and encourage people to plan for the future.
“The campaign kicked off with Pead working with the Sunday Star-Times and developing independent consumer research looking into how Covid-19 has impacted our finances and how prepared Kiwis are for the financial challenges of the future.
“It resulted in a front page story in featuring key outtakes from the research, an interview with AIA ceo Nick Stanhope and details on Share the Love.
“From here, the wider marketing plan rolled out across digital, social media and a partnership with TV3’s The Project developed by Together.”
CREDITS
Creative Agency: Bullfrog
CEO: Dalton Graham
Creative Director: Daniel Sparkes
Creative: Iain MacMillan
Art Director: Tiana Gibbons-Campbell
Senior Producer: Chris King
Planning Director: Chris Steele
Group Account Director: Jordan Drummond
Production Agency: Fish & Clips
Director: Dan Sandgrove
Producer: Saffron Jackson
Post Production: Mandy VFX
PR: We Are Pead
CEO: Deborah Pead
Managing Partner: Sarah Munnik
Account Director: Jack Wheeler
Account Manager: Caitlin Henneker
Senior Account Executive: Lucy Houghton
Media Agency: Together
Managing Partner: Rufus Chuter
Client Partner: Irene Chua
Performance Director: Adveta Dethe
Orchestrator: Jaimie Crighton
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