Fluffy is an unusual brand mascot. Suncorp brand, Bingle Car Insurance keeps eradicating him – by squashing, flinging and whizzing him out of existence. The impossibly cute Fluffy represents all the “fluffy stuff” people might not need when it comes to car insurance. Fluffy is comically and callously “gotten rid of” in a series of inventive yet unfortunate events throughout the campaign.
Fluffy’s many demises at the hands of Leo Australia highlights how Bingle offers straightforward and budget-friendly insurance solutions for Australian drivers – insurance with No Fluffy Bits. The national campaign positions the insurer as the go-to choice for savvy shoppers looking for essential coverage at competitive prices.
Bingle brand and marketing manager, Naomi Sleeman, commented, “Bingle offers a no-nonsense approach, eliminating unnecessary extras to keep premiums low and affordable.
“We’ve loved bringing the down-to-earth, cheeky challenger voice of Bingle to life by showing how we do away with the fluffy stuff many of our competitors promote. We know our target market is extremely savvy and don’t want to pay for stuff they don’t need, so we think they’ll enjoy seeing Fluffy ‘dispatched’ in these ads.”
Aussie comedian, Sam Campbell, voices the films, as well as a series of Spotify spots that promote the idea that the “fluffy bits” we often see with car insurance can be found everywhere in life.
Tim Woolford, executive creative director, Leo Australia, stated, “What a joy it’s been to bring our beloved Fluffy to life and then, of course, mercilessly send him to his doom in the name of lower premiums. Less joyful is the lingering fear I now have of revolving doors, hammocks, and bar stools. It’s been a genuinely great time working with so many people to get this out there. Please pour one out for Fluffy.”
The campaign is running across Australia in BVOD, social, YouTube and Spotify.
Credits:
Client: Bingle Car Insurance
Mim Haysom: Executive General Manager Brand and Customer Experience
Rapthi Thanapalasingam: Head of Brand & Content
Emma Roberts: Head of Digital & Customer Marketing
Naomi Sleeman: Bingle Brand & Marketing Manager
Katrina Pope & Suzzanne Bunn: Group Content Leads
Katrina Watkins: Content Marketing Specialist
Creative Agency: Leo Australia
Andy Fergusson: Chief Creative Officer
Tim Woolford: Executive Creative Director
Adam Frazer: Associate Creative Director
Nick Timms & Dan O’Bey: Senior Copywriters
Paul Bruce: Senior Art Director
Mitch Hunter: Group Strategy Director
Amanda Wheeler: Chief Client Partner
Monique Bedford: Business Director
Ben Tunui: Business Manager
Joel Davies: Business Executive
Production Company: PXP Australia
Justine Dooner: Executive Producer
Anastasia Nielsen & Tamara Kennon: Senior Integrated Producers
Animation Production: The Jacky Winter Group
Julian Frost: Animation Director
Will Pietsch: Animation Support
Katie Ayling: Producer
Music & Sound Design: Smith & Western
Media Agency: OMD Sydney
