AIG launches UK All Blacks campaign

03 Sep 2019

By: Sport Industry Group

AIG’s life insurance arm, AIG Life, has launched a new UK campaign featuring the New Zealand Rugby team entitled This is for Them.

The spot features six current All Blacks players and is narrated by former captain Sean Fitzpatrick, who is a familiar figure to UK rugby fans and will appear as a pundit on ITV’s Rugby World Cup coverage this Autumn.

The campaign, which was developed by Sport Industry Awards 2019 Agency of the Year Octagon with Intermarketing Agency handling media planning and buying, will feature OOH and digital content to go along with the TV ad, and will feature social media support from rugby legends such as Sir Clive Woodward and Richie McCaw.

Sue Helmont, Marketing Director, AIG Life, said: “The All Blacks live and breathe a philosophy of selflessness and responsibility - their saying is that you must leave the jersey in a better place. This really resonates with AIG Life because the insurance that someone buys from AIG is about leaving a legacy to protect and look after others.

“Yet the reality is people don’t like to talk about death and the life-altering moments when this insurance is needed. Consumer advertising campaigns for life insurance are rare in the UK as a result. But it’s our families, the people around us and the people we love that motivate us and who we try to do right by. The best things we do in life, we do for others. That’s what we’ve learned from the All Blacks through our sponsorship of New Zealand Rugby and that’s the approach we’ve taken with our campaign.”

Josh Green, Executive Creative Director at Octagon UK, said: “It’s not often a brief comes into an agency and changes the way you think about the world. This one did for almost every single one of us who touched it. We all have a ‘them’ in our lives and this was a brilliant reminder to never take them for granted.”