AA Life Insurance and Quantum Jump ‘make life easy’

AA Life Insurance has launched a new campaign, ‘Making life easy’, with advertising agency Quantum Jump.

The campaign reflects AA Life Insurance’s recently expanded product offering, which adds Income Protection Cover, Serious Illness and Serious Injury options to its enhanced life, funeral, accidental death and cancer care products.

It also highlights an improved customer experience, with Kiwis able to access the products online, by phone through a dedicated NZ call centre or in person at AA Centres nationwide.

Easy to understand and access

AA head of financial services Ben Rose says: “We’ve worked hard to make our offering easy to understand and access, so customers are clear on the cover they are buying.

“By listening to feedback from our AA team and customers, we’ve created an experience that means fewer barriers like medical checks, confusing terms, long application processes or having to go through a financial advisor.”

Jenni Ryan, AA chief marketing officer, says: “Seen through the lens of the life moments that inspire purchase consideration, this beautiful, nuanced multi-channel campaign brings our AA Life Insurance products to life in a category-distinctive way.”

Connect to moments in real life

Wayne Pick, creative partner at Quantum Jump, says: “Life insurance is a topic people often avoid; not because they don’t care, but because thinking about life and death is confronting. 

“We didn’t want to show other people’s lives and ask viewers to care; instead, we used personal, familiar objects that could represent anyone’s experience. A pair of baby shoes. A set of house keys. An engagement ring. Objects that connect to moments in real life, and provoke thoughts about their own journeys.”

The film is coupled with a baroque style composition by renowned film composer Mahuia Bridgman-Cooper.

Bridgman-Cooper adds: “In a single sitting, the score moves through some of life’s most joyful moments and some of its most terrifying ones, and it has to feel honest in both. The stripped-back melody and emotive vocals needed to be the thread running through every story, every format, every version. Something that sits quietly underneath the emotion without overwhelming it.”

Resonates with all

Rose says: “Life insurance doesn’t need to be complex, intimidating and easy to ignore. We want more Kiwis to protect what’s most important to them and Quantum Jump have delivered a creative platform that resonates with all New Zealanders and stands out among traditional insurance approaches.

“‘Making life easy’ captures our commitment to helping protect our customers’ futures and we’re excited to see this roll out across our network and advertising over the coming months.”

The campaign is live across film, digital, OOH and AA Centres nationwide, with point-of-sale displays including branded business cards, posters and TVC props in larger centres to engage customers in-store.

Credits

• Creative direction: Quantum Jump 
• Production: Eyes and Ears 
• Media buying: Rocket 
• Campaign management: AA Life Insurance marketing team