The ‘There will never be another you’ campaign will run across TV, mobile and Facebook to encourage customers to live a better and healthier life.
A 21-day mobile app allows users to set themselves resolutions to achieve in 21 days. It tracks progress, sends reminders and allows users to share their experience on Facebook.
A Facebook page also hosts a ‘gallery of irreplaceable people’ where people can vote for the story that inspires them most.
The campaign aims to show Great Eastern as a ‘life company’ rather than a ‘life insurance company’.
“Great Eastern is changing the way it looks at life insurance, and wants to actively help and reward customers to live better, healthier and longer," a spokesperson for Leo Burnett said.