Online insurance platform LifeDirect appoints Pitchblack Partners as new agency

Pitchblack Partners has been appointed as the lead brand and retail agency for the online insurance platform LifeDirect.

Three years ago the business took the unprecedented step of killing off its brand ambassador Simon the Sloth (R.I.P) and relaunching with a new brand platform and a customer drinking coffee while sitting in a shark’s mouth.

Says Matt Pearce, marketing manager, LifeDirect: “The ‘Unexpected Happens’ platform has helped deliver a period of sustained growth for the business. Creating the cut-through to communicate the message that Kiwis need insurance to protect themselves, their families, and belongings should the unexpected happen. We’re looking forward to Pitchblack writing the next chapter as our brand grows.”

Says Tom Paine, creative partner Pitchblack: “Several of us worked with the LifeDirect team in a previous life – they’re an ambitious bunch with a great product, and we’re excited about making Jaws 2.”