Life Protection Insurance Matters 比賽結束

Find the right sales pitches to convince as many people as possible to go and buy life protection insurance products!

開始 2015年9月25日 結束 2015年10月18日 23:59 UTC 審議 結果 2015年12月
2015年10月18日 23:59 UTC


What is life protection insurance? A misunderstood concept, but actually something very simple. It's providing individuals with a very simple coverage.

It is about providing financial aid when an everyday accident or serious illness occurs resulting in disability, death, work incapacity, dependence etc. As these events have a financial impact on families or individuals (because you cannot work, because you have to hire a nanny, or because your family is left alone in the case of death, etc.), life protection insurance can help not only by paying out money, once or as an annuity, but also with practical help through advice, support, psychological assistance etc.

So these are products that you take out in order to protect yourself from the consequences of these events: we call these life protection insurance products.

However, while most people have a real awareness of the risks of everyday life, few people are buying these products. Some don’t because they think they are already covered by the social welfare system, for example. Some prefer to save so they can say they have a "safety cushion" in case anything happens to them (but often savings are insufficient to cope with lasting disability or death), some find these products too expensive, and others prefer to deny reality and pretend that everyday accidents do not happen.

Moreover, insurance companies have always given their message in the same way: "Protect your family in case of hardship" or "be responsible". And this approach simply doesn't work! It's not completely persuasive and we know that it doesn’t lead people to go and buy life protection insurance products.

Insurers in France want to revolutionise the industry by imagining a new way to convince people to inform themselves and buy life protection insurance.


How to get people to be interested, inform themselves and buy life protection insurance products?

Imagine a new way of talking to people in order to persuade them to buy life protection insurance products, with a poster, a slogan and an explanation of your idea. 

Our client wants to evolve and no longer wants to use sales pitches like "protect your family" or "be responsible". So you need to imagine different sales pitches from these ones.

We are looking for pitches that will convince people. Some don't know, others don't understand and are sceptical. Your job is to find the right approach and simplify the sales pitch to inspire people to want to buy a life protection insurance product.

Put yourself into real-life situations: someone has had a serious fall in their apartment and is left immobile for several weeks unable to work. Firstly, they will receive a sum of 25,000 Euros related to the disability. Then their insurer will pay them a daily allowance to cover incidental expenses during the period of hospitalisation and convalescence. They will receive support to adapt their homes and child care during the period of hospitalisation.

Let's imagine another situation. A 35 year old man, married with 2 young children has died in a domestic accident. His wife, unemployed, could receive a sum of €80,000, thanks to the life protection insurance policy he had taken out, an education annuity to fund the children’s studies and psychological assistance.

Be specific and detailed when you explain your approach.

Your entry must be made up of two pages:

Page 1: your visual and your slogan

Page 2: free explanations and answers to these questions:

  • What commercial sales pitch are you suggesting in order to be persuasive?
  • Why would it be more effective in its persuasion than the existing one?
  • Which people would be targeted by your idea? (families, seniors or others?)



We can imagine a sales pitch based on: I can experience all my passions, even the craziest ones, because I am well protected.

The poster shows a woman cycling. She is smiling even though she is aware of the risks.

The slogan: "No, of course she won't fall off. She can smile. But just in case, she’s covered.”

There are also risks that are completely unpredictable. Buying life protection insurance products won't stop lightning from striking the tree under which you are standing; but your insurer will make your life less complicated, if you do suffer this stroke of bad luck.

A poster might show a comparison of two situations, resulting from a domestic accident. On the left, the images show the accident, a man on his own, stuck, ruined, desperate (without life protection insurance.) On the right the images show the accident, a man who is financially and psychologically compensated and at the end of it all, happy!

The slogan: "You had a fall and that was something your insurer couldn't prevent. But for everything else, we're here for you.”

A bad idea for this competition: approaches that are similar to those that exist already in France. A poster showing a family under an umbrella protected from the rain with a slogan that says: "this father is responsible, he’s protecting his family.”



  • #1 獎金 € 3,000
  • #2 獎金 € 1,500
  • #3 獎金 € 500


Two pages: one page with visual and slogan, one page with explanations.


You must seek to persuade with something different from what already exists! Think about the people you want to persuade! Make them dream or make them afraid, imagine that you're talking to your best friend, or a stranger, in short surprise us with an innovative idea and offer us a poster with a slogan and a new sales pitch that will persuade us that you are one of the winners!



  • Be simple: you're talking to people who don't know anything.
  • Please answer these three questions:
  1. What commercial sales pitch do you suggest in order to be persuasive?
  2. Why would it be more effective in its persuasion than the existing one?
  3. Which people would be targeted by your idea? (families, seniors or others?)
  • Do not submit new products or services! Do not offer promotions or discounted prices. We want new kinds of sales pitches.
  • Do not write a communication plan or a TV ad.
  • Remember to explain your idea and why you think it will be persuasive, particularly by answering the three questions.
  • You can submit your ideas in French and English
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