Case Study: AIG Life Limited

Showing the human side of financial services

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AIG Life Limited is the UK life insurance arm of AIG, which serves clients in the UK, Channel Islands, Isle of Man and Gibraltar. The company provides life insurance that helps people when they really need it, offering financial and practical support for individuals, families and businesses.

Location

United Kingdom

Sector

Financial services

Service

Branding & communications

Background

AIG Life Limited is the UK life insurance arm of AIG, which serves clients in the UK, Channel Islands, Isle of Man and Gibraltar. The company provides life insurance that helps people when they really need it, offering financial and practical support for individuals, families and businesses.

The brief

Marketing campaigns for life insurance often resort to scaremongering and negative approaches that strike a sour note. AIG wanted to take a different approach. The company is committed to delivering high quality service to their customers in every respect and wanted a campaign that reflected on the positive, rather than negative, aspects of their business.  

The solution

UP and AIG determined that the best way to bring out the positives was to show a personal approach to the business. An actual story from one of AIG’s own employees became the focus. A senior member of AIG staff had been through an experience that required using AIG’s Best Doctors feature, which has some amazing benefits. 

UP spent some time understanding the human story and the real-life results that helped the employee and her family move forward after a traumatic event.

We took a very human approach and highlighted the positives that life insurance can give in a very difficult situation.

UP Case Study AIG Best Doctors

The results

The campaign became the most-clicked content on Cover magazine over the past 12 months (2019). 

Learn more about the team who created it

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