AIG Japan and TBWA\Hakuhodo have created an online film #TackleTheRisk to promote the launch of AIG’s new ‘Active Care’ insurance.
The film turns conventions about the insurance industry on its head and stars the New Zealand national rugby team, the All Blacks, storming the streets of Tokyo, tackling unsuspecting citizens in the city.
These tackled citizens are understandably miffed at first, but all is revealed that these tackles are not random but serve as a life-saving act to prevent a terrible unforeseen accident.
“At AIG Japan we are setting out to reinvent insurance in Japan – a category that we know to be ripe for disruption. Our value proposition, 'Active Care', is about creating a proactive rather than reactive customer experience. Kazoo and the TBWA\HAKUHODO gang delivered perfectly with the #TackleTheRisk strategy. It was an arresting way to show our fantastic relationship with the All Blacks, demonstrate the idea of risk prevention, and create a strong connection to the Japanese audience," said Matthew Walker, senior vice president and regiona chief marketing officer, AIG Japan Holdings.
“We searched for the perfect way to bring the idea of AIG’s proposition to life. With Japan hosting the Rugby World Cup in 2019, interest in the sport has surged, presenting a great opportunity to resonate with the public through collaboration with the All Blacks. An inventive way of demonstrating the brand’s message in the ‘land of the rising scrum’,” said Kazoo Sato, chief creative officer of TBWA\HAKUHODO.
“We’re very honoured to be part of this film and to be supporting AIG with its #TackleTheRisk campaign featuring the All Blacks. We enjoy a lot of support from Japanese fans and hope that this campaign will also help to increase interest in our team ahead of Rugby World Cup 2019. The players enjoyed filming the campaign and experiencing the sites and culture of Tokyo, and are looking forward to the next time they visit,” said Todd Barberel, head of marketing, brand and commercial development, New Zealand Rugby.