LifeDirect uses sloth’s death to remind Kiwis to get insurance

Insurance comparison website LifeDirect by Trade Me has used the untimely death of its cartoon mascot – Simon the sloth – to raise awareness of the importance of insurance cover.

In the 30-second ad, by Y&R, called ‘The Demise of Simon’, Simon walks along the side of a cliff talking about how he has got his life insurance sorted when he slips off the side. The cameraman drops the camera, which tilts on its side, and runs over yelling out to the edge calling out for Simon.

Trade Me head of insurance Jaime Monaghan says it was fortunate Simon was insured and ready to look after his family.

“While Simon has gone too soon from our lives, we want to use his death to highlight just how unexpected life can be. It’s not much fun to think about, but Simon’s life needn’t be in vain. He’s a timely reminder of the benefits of having the right cover.”

Ms Monaghan says while the death of a fictional sloth could seem a little frivolous, there was an important message behind it.

“Kiwis are underinsured and we want to raise awareness of the benefit of life, health and income protection discussions, hopefully in a more engaging and interesting way than traditionally.”

There is also another campaign asset – a tongue-in-cheek memorial video with comments from the LifeDirect staff about Simon. 

The company is also giving away the opportunity to win $10,000 from Simon’s life insurance policy, with anyone who thinks they deserve it can claim on a commemorative website by filling in the gaps to create a story of the relationship they had with Simon. 

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