Zurich insurance launches life events money app with the Guardian as a six-month campaign to raise the people’s financial awareness to the key stages of life.
The Life Navigator app invites users to choose up to three life stages and highlights useful tools and money guide, infographics, an animated film, and in-depth advertorials. Built by Guardian Digital Agency, it can be downloaded from the Guardian Money website.
Award-winning multimedia editor, Michael Tait, also produced 3 short films to capture the fears, hopes, and life-changing decisions that key life stages entail. The full-length films can be found in guardianco.uk/money, while the 3-min versions will be shown in UK cinemas as marketing collateral.
Important personalities of the Guardian (@guardian) and Zurich (@ZurichInsUK) talk about nature and importance of the campaign. According to the Group Head of Brand Partnerships at Guardian News and Media, Mia Barnes, the campaign focuses on providing readers with relevant financial information.
Mia Barnes, Group Head of Brand Partnerships at Guardian News & Media: “This is a wonderfully visual and emotive campaign, which focuses on providing readers with useful and relevant financial information in a fun, engaging, and at times, poignant way.”
James Hill, Zurich’s Head of Marketing for the UK Life business: “Getting people to think about financial matters and the need to protect themselves and their families is a real challenge.”
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Covered by my Visible Banking Team
What do you think of the Life Navigator, a not so interactive web ‘app’ without user-generated content (why wouldn’t Zurich aim to incorporate at least some basic crowdsourcing elements?), and the partnership between Zurich Insurance and the Guardian? Would you use it?
Due to the lack of engagement and the absence of any obvious call to action, I wonder how valuable this glorified microsite with sponsored and repurposed content will really be to the English people… Am I missing anything here?