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Using nursery rhymes to promote life insurance

Partners Life has kicked off the next phase of its TV campaign in a rather imaginative and humous way.

Monday, November 30th 2020, 9:00AM

The company says when it launched its "Get Life Right" campaign in March last year, it wanted to "challenge cultural stigmas towards life insurance amongst Kiwis, increase awareness of the need for financial advice and let people know who Partners Life are and what we stand for, through the lens of some cheeky Kiwi humour."

Its new campaign uses classic children’s nursery rhymes –  with a ‘Get Life Right’ facelift.

The idea is that when people start a family the concept of risk becomes real. Parents become very familiar with nursery rhymes, hence the idea of using them in the campaign.

"Many classic nursery rhymes, at their core, are a way to teach young children of risks and danger in a fun and imaginative way – whether that be having a great fall, bumping a head or losing a tail. Nursery rhymes allow Kiwi parents to talk to their children about risks, but we all know it’s Kiwi parents and adults who need to be thinking and talking more frankly and openly about the risks to their own lives."

Partners has taken a number of classic nursery rhymes, had them animated and narrated by New Zealand actor Dave Fane (Sione’s Wedding, Eagle vs Shark, Bro’Town, Outrageous Fortune) and turned them into irreverent, cheeky tales about why Kiwis should be thinking more regularly about their financial risks. 

"Not only do nursery rhymes take people back to their childhood, but they often have a dark origin which lends nicely to conveying our message that unexpected things do indeed happen," marketing manager Kris Ballantyne says.

Tags: Partners Life

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