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