Presenting a New Age Standard
"We Will Take on New Roles Beyond Insurance"
"Actual age 60, nowadays age 48... The perfect age to start a new career"
Samsung Life Insurance announced on the 2nd that it has launched the 'Era of Extended Youth' advertising campaign and presented a new age standard that fits the times.
In the advertisement launched last month, Samsung Life Insurance offered a new perspective on the life cycle changed by the extension of average life expectancy. It viewed the era not as one of increased uncertainty but as an 'Era of Extended Youth' from a positive viewpoint.
With longer average life expectancy, the timing of marriage, childbirth, and retirement has also changed. Samsung Life Insurance introduced the concept of 'actual age * 0.8' in the advertisement to present the 'nowadays age.' This reflects consumers' lives where youth and possibilities have both been extended.
An actual age of 52 corresponds to a nowadays age of 41, described as 'the perfect age to have a second child'; an actual age of 60 corresponds to a nowadays age of 48, described as 'the perfect age to start a new career.' An actual age of 40 corresponds to a nowadays age of 32, described as 'the perfect age to get married.'
The company conveyed its commitment to taking responsibility for customers' lives beyond insurance. Since it is an era of extended youth, the role of insurance is also seen as expanding.
To promote the campaign, Samsung Life Insurance plans to continuously carry out various online and offline event marketing activities in the second half of the year, in addition to TV advertisements.
A Samsung Life Insurance official stated, "We will continue to take on new roles beyond insurance in accordance with the changing times."
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