How embracing a taboo inspired a winning strategy

Partners Life Insurance
Written By On Strategy Showcase

Lisa Fedyszyn
Executive Creative Director
Special Group
Auckland, New Zealand

Connect with Lisa
LinkedIn / Special Group

Rory Gallery
Chief Strategy Officer
Special Group
Auckland, New Zealand

Connect with Rory
LinkedIn / Special Group

Most categories have them, the big obvious taboos that no one talks about, but everyone wishes they could leverage. For Partners Life Insurance, it was death! But how to talk about it?

Rather than use advertising to push people to think about death, the brand activated in places they were already doing it. And in a very original way. This wonderful strategy was the result of bringing a more honest and questioning mindset to the very beginning of the strategic journey. And what a journey it was.

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