It has to do with penguins, a healthy lifestyle and one of the most innovative companies in South Africa.
You guessed it. The first ever Discovery Life television commercial (TVC) that launched on Sunday night during Carte Blanche.
Discovery's Head of Brand Management, Tim Byrne explains that previously Discovery Life has been sold through brokers rather than directly to consumers. By going Above the Line (ATL) the company can now support these brokers. "We also felt it time to re-launch Discovery Life and articulate its' uniqueness in the life insurance category.
"Discovery Life is the only life insurance company that rewards and encourages healthy eating and exercise. So the Discovery Life advertisement focuses on having a healthy, fruitful life where your life insurance company encourages and rewards you whilst you are alive."
To communicate what is a complex and serious message, penguins are used. They serve as a metaphor, transcending race, creed, colour or social status. "They are also humorous characters and portray human characteristics. With anthropomorphisation*, we were able to exaggerate emotions and actions," says Byrne.
Research also shows that animals aid recall through emotional resonance and likeability. Byrne explains that initially they did experiment using people but it did not work. "It came across too dictatorial and no-one likes someone telling them what they can and cannot do. It was also not what Discovery Life is."
To create the animated penguins, the production house, Black Ginger, spent hours watching penguins and how they move. Working on the TVC was +27, who worked very closely with Black Ginger to develop the story line.
Adrian Miller, managing partner and creative director at +27, based in Cape Town, says 'the penguins' was one of many scripts prepared and suggested to Discovery Life. Everyone loved the penguin script from the minute they read it. He says this is not surprising. "Penguins share many traits with humans; they mate for life and woo their mate. And they are kind of quirky. I mean, show me someone who does not love a penguin."
The concept of this TVC is so unique for the product category, it ensures memorability and campaign longevity says Miller. "Life insurance communication too often portrays negative scenarios to try convey a positive outcome. This often leads communication about process of ageing or dying. It was a goal of Discovery Life to position themselves differently in the category. I think this TVC definitely achieves that. It is enjoyable and uplifting."
Byrne agrees saying: "Our TVC is light-hearted and together with the music, the Jackson 5's Can you Feel It? it gives the feeling of a big production."
He would like to see the TVC to become one of those TVCs people talk about because they enjoy watching he adds. "It has a subtle message but I think people will know and remember that it is us - and remember what makes us different."
Discovery Life has been enormously successful in the affluent segment of the South African market, selling more life insurance in this segment than any other insurer.
*to ascribe human form or attributes to
