Sovereign is taking a bold new stance on the role insurance plays in Kiwis’ lives, with the launch of its Choose Life. Choose Sovereign campaign.

Sovereign is taking a bold new stance on the role insurance plays in Kiwis’ lives, with the launch of its Choose Life. Choose Sovereign campaign.

The campaign developed by Whybin\TBWA and TEQUILA\ aims to disrupt the belief that insurance is a morbid necessity.  It’s a message of empowerment.  We can each shape our lives through the choices we make – both large and small.

The campaign launched on Monday 1st August with unbranded teasers followed by a launch on Sunday 7th August supported by a combination of TV and online executions including TV commercials, a new website, online ads and a social media campaign.

TEQUILA\ managing director, Geoff Devereux, says that the re-brand and multi-faceted digital campaign reinforces Sovereign’s belief that life is all about smart choices – choices that enable you to choose the life you want.
A major part of the campaign is the innovative ‘Life’s Choice’ online game, where people can explore their lifestyle and see how the choices they make affect things like happiness and health.

Designed and created by TEQUILA\, ‘Life’s Choice’ features a number of game mechanics, such as achievement badges, multiple score and personalised visualisations to encourage interaction and reward longer, deeper repeat play and sharing in social media.

Ross Howard, TEQUILA\ creative director noted, “We wanted to bring Sovereign’s new brand proposition to life in an interesting and engaging way, so we built a digital experience where people can actually play and discover the relationship between their life choices and their happiness and health.”

The game is a self-contained online experience but importantly, is fully integrated into social networking sites via the use of Facebook Connect, with sharing functionality built into the application.
Participants can share the results of the Life’s Choices experience with friends and family, as well as the game itself on Twitter, Facebook and google+.

“The campaign is centred on digital elements that encourage engagement and understanding. This will help us in reaching out to a wider audience and building awareness amongst audiences that might typically not consider insurance as relevant to their lives right now,” says Devereux.

Sovereign’s General Manager, Marketing and Product, David Drillien, says that the bold, fresh approach breathes new life into the insurance industry.

“We’re starting a revolution in life insurance. This campaign is about reminding, helping – and sometimes challenging – New Zealanders to respect, sustain and enjoy the lives they have,” says David Drillien.

“The message is that we can let life happen, or we can choose the life we want. Similarly, we have a choice when it comes to the long relationship that is life insurance. Contrary to popular opinion, not all life insurance providers are the same. The underlying message of our campaign is that choosing Sovereign is a positive step into your future.”

To view the Sovereign Choose Life online game visit www.sovereign.co.nz/chooselife