Into the swarming universe of insurance ads comes a very bright star, a campaign by The Glue Society for home and car insurer, Huddle. Its humour is perfectly pitched, absolutely Aussie and so very inviting. Its characters are crafted flawlessly. Its catchphrase, Is this one of those Huddle Insurance ads, is irresistibly memorable.
The Glue Society, responsible for both the concept and direction, has shown (again) its flair for left-of-centre thinking that grabs attention.
The campaign is running Australia-wide across TV, social and digital.
“Insurance is all about customer experience and this ultimately boils down to how easily policies can be managed and claims paid. That’s a complex story from a communications perspective,” explained Jason Wilby, Huddle co-founder. “And we wanted to focus on connecting with customers without overloading them with fine print and detail.”
Lachie Brown, growth and communications at Huddle, added, “Insurance is a long-term relationship and we wanted a creative platform that can develop and withstand the test of time. When we devised this with The Glue Society, our vision was for a simple, powerful campaign that’s flexible enough to run for the duration of our customer relationship, which is something we measure in years.”
Pete Baker, Glue Society director, stated, “For a relatively new brand, it is important to stand out for the right reasons. We set out to create a long-term ownable idea for Huddle. Something that can catch on and build into something memorable, ownable, shareable and loved. The Is this one of those Huddle Insurance ads? campaign has every chance of catching on. Just like Huddle’s insurance offering.”
Concept & Direction: The Glue Society
Director: Pete Baker
DOP: Joseph Kelly
Editor: Philip Horn
Production: Revolver & Robin Murphy Productions
Post Production: The Glue Society Studios