For our client Eurolife, our challenge was to bridge the gap between life-making decisions and life-making experiences while maintaining a human-centric approach that focuses on our expertise and offers the best life insurance plans for our clients. As a brand, we aimed to enhance our messages and uphold our promise that "at Eurolife, you have someone to rely on." From the consumer's perspective, we wanted to confirm the need for balance, informed decision-making, and a sense of ownership.

To bridge this gap, we redefined the conversation around insurance by focusing on real-life experiences and emotions instead of using complex terms. We highlighted the importance of connecting needs with the concerns of everyday people through a journey that strengthens these connections and builds loyalty and trust.

The idea was to become more realistic about the "why." Why does insurance play this role, whether now or in the future? Through our communication, we removed the uncertainty and doubt about how, when, and whether it is necessary. We aligned our messages towards the sentiment of "I want it because I am ready to live today, tomorrow, and the future I envision." Our objectives were to:

• Encapsulate Eurolife’s commitment to providing peace of mind and security to its customers.
• Emphasize that insurance is not just about protection but enabling individuals to live their lives confidently, knowing they have support in times of need.

There comes a moment for all of us that triggers our decisions—the moment of realizing life changes, acceptance, and the moment that demands action. These moments of realization when life changes were depicted through three films, with the help of an impactful voice-over, aiming to pleasantly 'awaken' our audience to see their lives differently.

We subtly showed the need for security, leaving a note of optimism for what lies ahead. Our films traverse three key stages of life (cohabitation/marriage, welcoming a baby/family, and retirement), focusing more intensely on our younger audience.

This was also communicated through a very successful experiential activation in the Mall of Cyprus, on Saturday, June 29th. We brought to life the three stages of awareness (cohabitation, family, retirement) and asked participants to see how ready they were for each stage through a setup resembling a home with four rooms:

1. In the living room, an insurance advisor was available to answer any questions about Eurolife's insurance programs.
2. In the second room, participants had 2 minutes to take clothes from a basket and fold or hang them in a closet.
3. In the third room, they had to change and dress a (fake) baby in 2 minutes.
4. In the fourth room, they were asked to blow up 5 balloons for their retirement party within 1 minute.

Upon completing all three challenges, participants received a voucher worth €20 to redeem at mall stores. People were excited and participated enthusiastically, describing it as an unforgettable experience! We also had live links with LOVE FM.

The sense of needing to plan, combined with the joy of living in the present, are messages conveyed through authentic content and real moments, showcasing life as it is and leaving a beautiful taste for the future.