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.
The brand has also simplified how it talks about life insurance, with two clear categories: ‘Living Insurance’, which covers income protection, critical illness, and total and permanent disability benefits, and ‘Life Insurance’, which provides a lump sum payment if a customer dies or is diagnosed with a terminal illness.
This distinction was made after research findings showed 74% of claims TAL paid in the past financial year fell under the ‘Living Insurance’ category. TAL said this can be needed at any age, which it hopes to remind younger Aussies in the new platform.
The focus is on “making every customer experience easier”, by giving them “confidence with control”, according to Alex Homer, chief customer and brand officer at TAL.
“This means accessible products they understand, great service, and above all, genuine support and care when making a claim,” he said.
“We want to start a conversation with young people and people who may not think life insurance is for them. When you think about losing the ability to earn an income, to pay your bills, or support your family, it’s clear this is a product of value.”
Ogilvy Sydney’s executive creative director, Max McKeon, told Mumbrella the campaign is “such an authentic and human way” of product marketing and speaking to the benefits of life protection.
“It’s great to see the brand living by its own brave ethos by producing this kind of work, and earning the cut through and audience connection that comes with it,” he said.
The campaign is live across BVOD, Youtube, OOH, and display, plus executions across TAL’s owned assets. It will also be used as an internal tool to further reinforce the new branding approach throughout the organisation.
Credits:
Client: TAL
Alex Homer, Chief Customer & Brand Officer
Antony Wilson, General Manager Brand & Communications
Michelle Singer, Head of Brand
Joline Samawi, Senior Brand Manager
Amber Lowings, Brand Manager
Jade Su, Brand Manager
Strategy, Creative, PR: Ogilvy Australia (including Ogilvy Health, Ogilvy PR)
Agency Production: Hogarth
Production Company: Revolver
Fiona McGee, Director
Corey White, Photographer
Sound Design: Rumble
Inclusivity Partners: Shift 20, Get Skilled Access, Inclusively Made
Media Agency: Spark Foundry
Kimberly LeQuire, General Manager
James De Bond, Strategy Director
Feruzan Reporter, Client Partner
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
Linkedin
Have your say