Confident. Defiant. Unapologetically for women. Stella car insurance was developed by women, for women and agency, Coffee Cocoa Gunpowder (aka Cocogun), is letting Australian women know about it. Cocogun is showing women the insurer has their backs with a campaign that takes on female stereotypes (read: put-downs).
The Stella brand was created because women make up over half of road users, and research shows that Australian women are statistically safer drivers*, however many insurance and motor services do not speak directly to them. Stella rewards women for being safer drivers by providing premium benefits, competitive pricing and tailoring their products with women in mind. It also offers domestic cover to take extra care of those affected by domestic and family violence by waiving excess relating to a claim. To further support this, the brand has proudly formed a long-term partnership with Women and Girls’ Emergency Centre (WAGEC) and commits $5 from every new policy towards helping women walk away from domestic violence.
And while it is female-focused, Stella also offers cover to anyone who shares the ambition of creating a more equitable world. As a vocal LBGTQI+ ally, it is one of the only insurance brands offering a non-binary option on the quote cover.
So Cocogun has made the brand, Unapologetically For Women.
The campaign runs across BVOD, press, out of home, radio and social. The film was shot by Selina Miles through Scoundrel alongside a majority-female crew. Stills were shot by Milos Mlynarik.
Stella head of marketing, Anita Manchester, commented, “Creating this campaign has been an exciting moment for Stella to really bring to life and embody what the brand stands for. We want to change the perception of insurance, particularly for women, as well as the perceptions that exist for women in life at large. We’ve got some big ambitions to be a positive force for change and are thrilled this campaign helps showcase this to our audience.”
Cocogun co-founder & managing director, Chiquita King, added “It’s been great to partner with a brand that has a desire to rewire the system and cater for women – in a helpful, intelligent and utterly unapologetic way. The Stella brand and the thinking behind this work is about making the world a more equitable place. When that happens, we all win.”
*Based on external analysis of comprehensive motor premium and claims information October-November 2019.
Credits
Client: Stella Insurance
Founder & CEO: Sam White
General Manager: Renee Cosgrave
Head of Marketing: Anita Manchester
Content Producer: Lisa Clark
Agency: Cocogun
Founder & MD: Chiquita King
Founder & Creative Partner: Ant Melder
Copywriter: Lewis Clarke
Art Director: Lauren Maneschi
Group Business Director: Emily Hahn
Executive Producer: Monique Pardavi
Head of Design: Chris Clausen
Designer: Rachel Tse
Head of Social: Hayden Wright
Production Company: Scoundrel
Director: Selina Miles
Executive Producer: Adrian Shapiro
Producer: Holly Winter
Music & Sound: Smith & Western
Executive Producer: Dan Higson
Creative Director: Nick West
Photography: Milos Mlynarik
