Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for.
Unfortunately, busy people don’t have time to read every line item on their insurance form. That’s why the experts at State insurance are invaluable.
And they certainly don’t have time let alone watch an insurance ad. So Colenso has re-launched State with a modular campaign for busy individuals. These people don’t have time for things that aren’t relatable, so Colenso created a modular language and art direction system that allowed State to tell one-to-one stories.
In all, there are 665 optimised ads.
Here’s the Saturday spot:
By starting a conversation with the right people, in the right moment, with the right message, Colenso was able to cut the expected insurance jargon and show the value of insurance at relevant times of the day.
Colenso BBDO creative director, Maria Devereux, commented, “If you’re going to take the time to look at one of our ads, the least we can do is make it relevant to you.”
We then applied this thinking to the media buy. Using dynamic data fields and contextual insights, every one of the 665 ads could be optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display.
Here’s the Friday (radio) ad:
And the Tuesday (radio) ad:
Amanda Palenski, group business director at PHD, explained, “A creative platform like this provides a great opportunity to marry messaging with media placement, using relevance and humour to really cut through – essential for a category such as insurance. We’ve had a lot of fun planning out this campaign with Colenso BBDO.”
Gabrielle Markwick-Brown, marketing manager – State, commented, “There’s a lot of love for State, an iconic Kiwi brand, but life moves so fast now that sometimes insurance gets put in the too-hard basket. That’s why we wanted to connect with our customers and show that we get it – we’re busy people too – State is there for them when misfortune strikes but life doesn’t stop. It was important for us to be highly relevant while maintaining a unique identity, which the creative approach has allowed us to deliver on.”
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: Jacky Winter Melbourne
Sound Design: Franklin Road
Client: IAG NZ
Marketing Manager – State: Gabrielle Markwick-Brown,
Head of Consumer Marketing: Peter Hall
Executive Manager Customer & Marketing: Renee Milkop-Kerr
Senior Segment Marketer – State: Jo Harding