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home \ work \ AMP LifeTrack TVC
Q: in 30 seconds how do you persuade people to buy life cover?
Angle: create a campaign around the idea of 'Are you covered?'
In a world where no one knows what's around the corner it pays to have the right sort of life cover. Not JUST life insurance, Disability, Trauma, Income AND Life cover. But not everyone is well informed and some are sceptical even.
Using a firendly info-graphic style developed for AMP's brand toolkit, the 30 second
TV commercial illustrates four typical life scenarios wthout scaremongering. The central character walks through life and imagines things happening. The soundtrack is light and airey and the voice over gently persuasive.
The call to action drives viewers to the campaign microsite to check if they have the
right sort of cover using an online calculator.
http://www.youtube.com/watch?v=UXCio9VDPvM
Project completed with DNA, Auckland.
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AMP LifeTrack TVC
AMP's new advertising campaign for LifeTrack launched on Sunday 15 May, starting with a 30 second commercial on TVNZ and TV3. Using a human info-graphic style of animation, it clearly illustrates four scenarios where LifeTrack cover is beneficial. The call, to action drives viewers online to check out their current level of cover.
Income Cover
The central character loses his income for a while... but can he keep his lifestyle?
Disability Cover
A car accident leaves our main character disabled. With Disability Cover, life goes on.
Life cover
'Your loved ones are your whole life. Would they be cared for if you died?'
Putting pencil to paper for the initial storyboard
With the proposition, 'are you covered?' in mind, the initial storyboard sketches form the basis of the TV animation and inform the script and timing.