There are a lot of insurance ads in any market – mostly working with the same premise and similar promises. There are, though, standouts in the category. While insurers seem to rely primarily on reach and frequency (there’s an insurance ad in “every other ad break”), some reap the rewards of having a point of difference and a damn good story to tell. Ogilvy’s romance between Rhonda and Ketut is still alive and kicking in the minds of Australians. 303Lowe’s Captain Risky, aka the Aussie ratbag that Budget Direct won’t insure, has become a real life celebrity who attends red carpet events and “does good” for charities.
South African insurer, Holland’s point of difference is an intriguing eye candy execution that tells its damn good story. Knowing that insurance is typically a grudge purchase, M&C Saatchi South Africa developed a visually mesmerising way to put Holland insurance top of mind.
Holland has also been given a very friendly motto to clinch its friendship with its customers, “Whether your stuff is big, small or barks all day – if you love it, Hollard will insure it.”
The three-part campaign, that begins with an ad about Dogzilla, features 3D printing, an epic ‘action movie’ intro…and some very quirky extreme close-ups to make its story captivating. It follows on from an Instagram-inspired outdoor and print campaign that instilled the idea, ‘’if it’s worth sharing, it’s worth insuring,” which was created to let people think about all the precious stuff they love and whether or not it’s insured.
Sometimes people have to insure against what their families can do. Also, their pets.
The behind-the-scenes video explains how a family pet came to be a video star called Dogzilla.
