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September 2, 2019

AIG Life unveils sponsorship campaign with New Zealand All Blacks

By Patrick Brusnahan

Ahead of the 2020 Rugby World Cup, AIG Life has announced its consumer-facing sponsorship campaign featuring the New Zealand All Blacks.

The “This is For Them” campaign by AIG Life features six of the All Blacks team talking about what motivates them. This ranges from family, to fans, teammates, and their heroes.

Aimed at encouraging consumers to rethink life insurance, it draws on the All Blacks’ philosophy to “leave the jersey in a better place”.

Sue Helmont, marketing director at AIG Life, said: “Financial advisers know better than anyone from their conversations with clients that people don’t like to talk about death and the life-altering moments when life insurance is needed. It’s a perfectly understandable human reaction. Consumer advertising campaigns for life insurance are rare in the UK as a result.

“This is for Them is an exploration of the inner-most motivations behind the All Blacks and uses the power of human emotion to prompt thinking about the legacy we can all leave to protect and look after others.

“We want to celebrate the selflessness in all of us and encourage people to contact a financial adviser to discuss their protection needs. We hope this campaign will offer a different opportunity to open conversations with new and existing clients.”

New Zealand rugby legend Sean Fitzpatrick, who narrates the 90-second manifesto film part of the campaign, said: “As father, husband, and former All Black, I connected with this campaign on a number of levels. It’s an honest and sincere insight into what the All Blacks play for and took me straight back to being in that changing room. Importantly, it reminds us all that acting with others in mind is at the heart of living a fulfilling and meaningful life. I’m truly proud to be a part of it.”

Furthermore, the campaign includes additional 60-second films that feature brand ambassadors such as Sir Clive Woodward and Richie McCaw.

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