In the modern world social media is beginning to dominate with folk progressively visiting platforms like Facebook and Snapchat instead of consuming traditional forms of media. And with this audience shift, advertisers are coming up with increasingly creative ways to market through them, traveling to their audience’s turf. Sovereign Insurance has cottoned on to this, and is using social media to educate people about life insurance, offering a free six month of it through its Facebook page.
A release says Sovereign wanted to address the issue of under-insurance in New Zealand and launched the Facebook page as a means to make insurance more digestible, particularly to the younger demographic. “It has been designed to make life insurance easier to understand for those who may not know where to start or understand how insurance works.”
New research undertaken by Sovereign shows that more than two in five Kiwis don’t have life insurance and of those only 16 percent are considering it in the future, the release says. “The free insurance offer kicks off on 8 June and runs until 12 July giving Kiwis aged 25-50 the opportunity to receive $10,000 free life insurance for six months.”
The release says to apply applicants must visit the Sovereign NZ Facebook page and click on the free insurance offer.
Sovereign chief marketing and innovation officer Chris Lamers says the campaign is designed to help Kiwis better understand the relevancy of life insurance and reduce its complexity.
“By giving people a chance to try insurance at no cost, we are giving Kiwis information that will help them to plan and prepare for their future through one of New Zealand’s most widely used communication channels.”
The release says according to Facebook statistics, currently 1.9 million Kiwis use Facebook daily, with Sovereign’s research revealing the main life trigger for taking out life insurance included “Planning for the future (40 percent), children or child on the way (36 percent), marriage or permanent relationships (25 percent) and first time home buyers (24 percent).”
Lamers says the campaign is one of many steps Sovereign is taking to break the industry mould and connect with Kiwis in ways that are meaningful and relevant.
“It’s at these milestones that life insurance can make a real difference," he says. “We want to help Kiwis take charge of their lives and start planning for the future so, through Facebook, we’re making it possible for a whole new generation of Kiwis to try before they buy.”
According to the release: “The campaign also allows people to take charge of the personalisation of the insurance by naming the product and deciding which friends they would like to share the offer with.”