Butter Insurance’s first ever advertising campaign ignores the insurance ad traditions and tropes. The out of home campaign also talks to a new audience – young renters. It encourages them to “get covered with Butter” because Weird Things Happen. The campaign is humorous and original, reminding its audience of the unpredictable and often funny nature of everyday life. Butter Insurance aims to redefine how insurance is perceived with relatable scenarios and humour, making it more approachable for those who may have previously been hesitant or disinterested.
Creative agency, Born, recognised that younger audience’s notion of ownership and value have changed significantly. They only care about a few things enough to consider insurance – phone, laptop, headphones etc. Traditional contents and product insurance doesn’t cater to this (even Applecare doesn’t cover theft, or a wide range of damage). So Born established a new, more relevant tone in how insurance companies talk to their consumers – one that is much more relatable.
