Getting more customers to buy into the idea that life cover is a necessity and not a luxury is an increasingly difficult task. Especially when consumers are already feeling the financial pressures of everyday living expenses and financial commitments.
According to many analysts, this is the year of video. Forecasters says that 74% of all Internet traffic will be video consumption. If your marketing strategy does not include video, go back to the drawing board.
Here are the stats to prove why video is proving to be successful:
- Video on a landing page can increase conversion rates by 80%.
- 92% of mobile video consumers share videos with others.
- Video in an email leads to 200-300% increase in click-through rate.
- After watching a video, 64% of users are more likely to buy a product online.
We take a look at the top life insurance commercial ads in 2016, and the reasons behind their success in gaining more life insurance customers.
Thai Life Insurance
Known for their tear jerking ads, this insurer knows how to pull at the audience’s heart strings. In 2011, ‘Silence of Love‘ and in 2014 ‘Unsung Hero‘. Thailand is facing a US$1 trillion risk-protection gap by 2020 if families remain underinsured.
As an emerging market, life premiums are forecast to grow by 14.9% in 2017. This is helped by the aggressive marketing campaigns being driven by insurance carriers. Creating compelling and relatable content for their audience.
Campaigns which have evoked strong emotions with lasting affects has helped the growth in this region. Like this one:
PNB Met Life
This ad you need to watch until the end. PND Met Life in India launched this advert campaign with a tagline of ‘Anything can happen in life!’. The ad speaks to the many who have put off purchasing of life cover for some or other reason. India life cover penetration sits at 3.9 percent, below world average. Using an emotionally appealing advert with a little humour is an important step in building a bond between the brand and the consumer. Watch how here:
HDFC Life in India cleverly produced an advert which appeals to a wide, yet niche audience of new parents. It also brings in an element of educating the consumer on just how easy it is to purchase life cover online. Sitting on 5 million YouTube views, it doubles-up as an emotionally appealing and educational advert. Watch here:
AllLife Insurance Company
An insurance provider in South Africa who is a relatively new entrant into the market, but tapping into a niche audience. An audience who are HIV positive. Many who struggle to get life cover from other insurers. An estimated 5.7 million people in South Africa have HIV/AIDS.
The advert below from AllLife touches right at the heart of this audience. This is a great niche lead generation tactic that was followed through with a multi-channel marketing approach. Viewed here:
New York Life Insurance
Using one of life moments to depict what many have not yet considered, should they not have adequate life insurance. Then adding in a little humor ensures this audience was captivated. Story telling is an effective way to build brand awareness with a long-lasting affect on consumers. Like this one:
Purchasing of life insurance tends to happen at a life moment. Discovery Life, an insurer operating in South Africa, took this concept to their advert.
On average 180,000 people get married each year, many who are in the midst of planning and not considered life cover. 76% of those people are between the ages of 25 and 50. The key message Discovery Life was trying to get across, was there unique selling point. They reward their customers for living well. Depicted in this advert:
In conclusion, each of these ads evoked some kind of emotion. Since the topic of life insurance is mostly considered to be boring. Using humour helps to create a ‘human’ appeal to a ‘grudge’ purchase.