1Life, this month, launched their latest brand advert which is centred on the truth that one simple thing can change your life – a single glance, a phone call, a chance meeting or a plan to protect yourself and your family. And the result? Recognition for their brand leadership on a leading global advertising platform - Shots – a platform that selects only the most creatively excellent brand advertising from commercials to viral campaigns.
Building this campaign on the back of previous 1Life adverts was a critical consideration. As South Africa’s number 1 direct life insurer, brand differentiation is what has set 1Life apart before and therefore, to remain relevant and sincere in a highly competitive and cluttered market, they needed to establish a message underpinned by simplicity, while remaining believable and trustworthy.
“We realised that we were leading the way in terms of direct long-term insurance messaging in the market, so this campaign needed to be unique and align to our vision of changing lives. With this in mind, and by working closely with our agency, House of Brave, we focused on the fact that sometimes the simplest messages are the most powerful, and this was the premise that underpinned the development of this advert. We believe that real, authentic story telling such as this helps ignite something within people, resulting in them relating to similar scenarios within their own lives and resonating with our brand” says Matt Arnold, Brand Manager at 1Life.
The advert and campaign was developed and executed by House of Brave’s creative team of Gareth O’Callaghan and Conan Green, headed up by ECD, Vanessa Pearson. Furthermore, it was produced by Egg Films.
The narration-driven script starts with one look at a beach get together and progresses to two cups of coffee, three smiley SMS faces, four hours of argumentative silence, five tickles, and six days apart, all the way up to 17 years and counting.
Egg Films’ director Slim says: “A lot of the narration was quite specific, but we didn’t want the visuals to be that literal. We tried to avoid obvious, clichéd moments, like the couple getting married and resisted trying to be comedic. We wanted to observe real moments and keep everything as emotional and human as possible.”
The campaign line “Sometimes one simple thing can change your life” ties back to the fact that 1Life understands that sometimes it’s the simplest things that make the biggest difference, and is equated to 1Life making life less complicated for their clients. One way this is done is by establishing 1Life’s unique offering of absolute simplicity whereby one SMS, one phone call or one policy can change your life.
“At 1Life we work on one simple, yet powerful premise – Changing Lives - and we believe this campaign not only delivered upon this premise, but went beyond our expectations. This story is a powerful and unique one that we hope will enable us to engage further with South Africans, as they are able to relate to pieces of their own lives. We truly believe this campaign will elevate our brand even further in the hearts and minds of our consumers,” concludes Arnold.
To view the advert, go to the following links, as per the below links: