LIC International Campaign

Creating a new approach to the way LIC markets itself overseas was a real challenge.  

The issues we face are very different to those we face in New Zealand where we are a household name.  In our key international markets we are a relatively new company with small market share and a smaller sales force.

This job is about creating awareness.  It needs to be bold.  Different.  Brave.

It will not look the way we look in NZ.

In NZ we are established, we are dominant; we have up to 98% market share and 100% awareness.  We are the elder statesman, the leader.

Here we are the challenger.  We are bold, we are brave; we represent the next generation of dairy farmer, the next generation of dairy farming products and services.

We need to look and sound like it.

Less copy, brighter colours, a smile.

Everything we do is about ensuring genetic gain – ensuring that the next generation is better than the last. About ensuring your productivity and profitability improve year on year.

Your herd drives your productivity.  We drive your herd.  How?

Through next generation thinking.