TAL encourages people to live boldly in new brand platform via Ogilvy
In a category that continuously talks about risk, insurance brand TAL is actively encouraging its members to “be bold, take chances, and to actually live”, with a new brand platform via Ogilvy Australia.
The refreshed approach to the brand’s marketing comes after feedback that people find life insurance complex and difficult — particularly younger Australians who often view it only as death cover, and therefore find it less relevant to their stage of life.
“Life Takes Guts – Protecting It Should Be Easy” positions life insurance as a supporter of resilience, by standing with people, backing them when taking on challenges or living boldly.
