Major Australian life insurer TAL recently relaunched its brand with major integrated campaign, 'This Australian Life', across TV, print and outdoor. Since selling life insurance isn't always the sexiest conversation on social, TAL solicited our help in bringing their new positioning to life on their platforms. Ultimately, this meant celebrating the country's unique, diverse lifestyles and showcasing the company's significant role in helping all Aussies live the life they love.
Cue 'Overheard in Australia', a video series that had us scaling the country capturing everyday special moments of ordinary Australians. Driven by insight that in This Australian Life we value relationships and lifestyle over physical possessions or wealth, our series was based on the lives of real people with their families and friends. With the goal of driving brand awareness and engagement, we went behind the pictures to pick up on the conversations of people, wherever they are, in the moments that capture what it means to have a life, well lived.
Having kicked-off in December, the seven-part series will span two months and was designed to grab Aussies' attention in their increasingly-cluttered Facebook feeds. Knowing 360 videos, panoramic shots, 3Vi formats, etc. are all becoming normalised on social, it was important to capture these special moments of This Australian Life from a unique vantage point not many brands have adopted yet - drones! Each video starts with breathtaking landscape scenes from above, then quite literally flies down to focus on different Australians conversing in their everyday environment.
So far, the series has seen major success - with over 1.5 million impressions, 500k video views and 1.7k engagements in the first month.
Stay tuned as we release a new video on Facebook each week through January to celebrate This Australian Life!
Production Company: Flipp
Photographer: Jonathan May
Drone Photographer: Dan Proud
Producer: Jocelyn McCahon
Video Editor: Jon Holmes
Music: Zac Carmody, Red Canary
Agency: We Are Social
Creative Director: Phil Shearer
Head of Production: Skye Lanser
Copywriters: Leona Frey, Max Mills
Senior Account Director: Cristina Forlani
Account Manager: Jack Breen