Empire Life begins Dumbest Way campaign
By Adnews Staff
Insurance company Empire Life, based in Kingston, ON, has begun a new consumer advertising campaign using the tagline, "The dumbest way to die is without life insurance." It consists of three 30-second television commercials, accompanied by digital advertising, direct mail, social media activities and a redesigned website at <http://www.empirelife.ca>. The creative features animation and music licensed from a 2012 Australian train safety video called "Dumb Ways to Die." The campaign was developed by Neo@Ogilvy, TC Media and XTM, in association with licensing agency Evolution.
"Too many Canadians would be severely challenged to maintain their family's lifestyle if a breadwinner died prematurely," said Sean Kilburn, senior vice-president of insurance at Empire Life. "Hectic lives and high consumer debt are hindering today's consumers from making life insurance a priority on their to-do-lists."