Pearl toughens up with TV push

Pearl Assurance is making a return to TV after a four-year absence with a major brand relaunch, featuring some tough messages for consumers.

Pearl Assurance is making a return to TV after a four-year absence

with a major brand relaunch, featuring some tough messages for

consumers.



The new internal and external communications strategy is a bid to

establish a stronger brand and to reassert Pearl’s position in the

competitive insurance market.



The programme focuses on ’new reality’ - the fact that there is greater

onus on individuals to save for their future with the welfare state in

decline.



The pounds 5m campaign by the HHCL Group, which was appointed in March

1997, is two-pronged. One element takes a personal approach. Pearl

highlights the advantage of home visits above selling by phone, and

features real people in everyday situations.



The second approach has a political bias. One press execution features

the line ’I bet you the state pension will be dead before your Mum and

I’.



Pearl is sending copies of the ads with letters to MPs to get their

endorsement for the campaign.



The TV ads aim to shake people out of their complacency and feature

families discussing their futures. They end with the line ’These days

it’s up to you. Pearl’s local advisers are committed to your personal

welfare. Sort out your personal welfare now’.



The ads involved consumer research, conducted by media agency

Michaelides and Bednash.



Pearl Assurance is a subsidiary of Australian Mutual Provident.