TWO BRANDS SETTING THE PACE IN THE INSURANCE INDUSTRY
VITALITY AIG
Vitality, born in 2014 has been making waves in the
sponsorship industry by aggressively adding to their
already impressive, but relatively new portfolio. Conversely to Vitality, US insurance firm AIG have put
all of their eggs in one basket with a partnership
marketing campaign hinged on their relationship with
The New Zealand Rugby Union (NZRU), the most
successful International Rugby team ever (some would
argue).
Formerly PruHealth, Vitality hit the market in 2014 with
the sole aim of making health & life insurance better.
Sponsorship was at the heart of their marketing
strategy and to date have a combination of diverse
properties across multiple sports such as Football
(Arsenal, Chelsea, Newcastle, Bournemouth, Leicester,
Cardiff), Golf (Junior Golf Championship), Cricket
(England, T20 Blast), Netball (World Cup 2019 , England
Netball), Mass Participation (Parkrun), Rugby
(Scotland).
On the face of it you may argue that Vitality’s
sponsorship strategy has been fairly scattergun. You
would be wrong! Making Health & Life Insurance better
for the masses is Vitality’s ultimate aim. They have
recognised the varying needs of their target audience
and partnered with properties that give them as many
opportunities to appeal to and reward to their diverse
audience.
VitalityInvest was launched in 2018, moving them into
the investment market, it will be interesting to see if
their property selection takes them outside of pure-
sport properties and into arts / culture & music.
We commend Vitality for putting partnerships central
to their overall marketing strategy and this multi-
property approach. We look forward to hearing about
their new acquisitions in 2019.
Although the All Blacks (Men’s Team) have been very
successful over the past 20 years, AIG has rights to all
six national teams including the Black Ferns (Women’s
Team), All Black Sevens, Black Fern Sevens, Maori All
Backs and U20 age groups.
Through the partnership dating back to 1919 they have
been able to build stories over time and show different
sides to their brand – such as their commitment to
Women’s Sport. They have also seen the fruits of 3
World Cup Wins by the All Blacks. In 2015 they were
also able to utilize the iconic ‘HAKA’ dance to produce a
fan experience like no other also showcasing their
innovative side with a 360 degree immersive
experience.
Although you may argue that by partnering with a
singular National Governing body you may isolate the
rest of their key markets, however in the All Blacks &
Black Ferns they have two properties that ooze success
and appeal to the global audience not just those in New
Zealand.
Both brands have their own approach to partnership
selection but both have a very clear vision of how they
need sponsorship to work for them.