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Vitality: What are the benefits you have now?

Each month we provide insight into the creative and media strategies behind the campaigns of industry-leading advertisers, with estimated costs per web visit results provided by our data scientists utilising sources including Hitwise, Nielsen and BARB.

In the latest Adquirer, we look at three different life insurance advertisers, each with their own approach to convincing the viewer of the superiority of their product in order to trigger an immediate response. We explore the similarities and differences in their media deployment and creatives, as well as the differing calls to action in play.

This Vitality ad directly relates to a gym offer that comes with their life insurance product and opens with their now iconic sausage dog acting as the voiceover in a lightly comedic thread that continues throughout the spot. Their message purposefully differs from other life insurance ads, trying to pull away from the thought of death and what happens to your loved ones; they focus on the benefits you can get from their cover right now, with incentives for remaining active. A youthful and refreshing change further reflected in the ambassadorship of Dame Jessica Ennis-Hill. This is also mirrored in their website visitor demography; with Hitwise data showing that 60% of Vitality’s web visitors are 18-44-year-olds.

The main focus of the ad is to “get more out of life today” coupled with the offer of a discounted monthly gym membership, weekly cinema tickets when you get active, and up to 40% off Vitality life insurance premiums; bringing the attention to the benefits you can get now. Unlike the other two ads, the cost and joining procedure of the actual cover are not outlined, which could be a contributing factor to their estimated cost per website visit (CPV) of £61.89 being the highest in comparison to Beagle Street. Blue ocean thinking it may be, but omitting these key details is a brave move, as they might be what is most keenly considered to customers when deciding which life insurance policy to choose. Vitality bucks the trend further still, only utilising 20 and 30-second spots, as opposed to the more frequent usage of longer spot times often seen in this sector.

In terms of response-based necessities, Vitality is right on the money, with a phone number on screen throughout the spot. Where the messaging does get confusing is in the end frame, where the voiceover adds to the onscreen URL and phone number with “Search Vitality Life Insurance today”. A slightly odd addition, especially considering it isn’t coupled with a text version “of Search: …” that you would usually find with such a call to action (CTA).

A high reliance on terrestrial stations (35% of all impacts) – with 10% of impacts being delivered on Tipping Point alone – potentially indicates the detection of a more responsive audience in relation to their ads, or conversely that could also be leading to the higher estimated CPV if the aim was to create more long-term and brand-led.