Zulu Alpha Kilo’s commercials for insurance comparison site, RATESDOTCA, are memorable. Who is likely to forget an udder attached to a car’s underbody that’s leaking milk? The squeamish will find them hard to watch, but the platform, Don’t Get Milked, is going to be imprinted in their minds too.

Don’t Get Milked isZulu Alpha Kilo’s first brand campaign for RATESDOTCA and comes from online survey data which shows that 77% of insurance policyholders in Ontario, Canada’s largest province, didn’t compare car insurance rates in the past 12 months. Based on its own customer data, RATESDOTCA can save an average of $676 a year when people compare car insurance quotes from top providers via RATESDOTCA. 

“Most Ontario drivers don’t actively think about their car insurance each year, and don’t realize they could be saving hundreds by comparing rates. We want people to shop their car insurance on a more regular basis to ensure they are getting the best rate,” stated Leonie Tait, vice president, marketing at RATESDOTCA. “In working with Zulu Alpha Kilo, we were able to land on a brand platform and campaign that is unique, ownable, and will ultimately help Canadians make better insurance and money decisions.”

“We know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,” added Zak Mroueh, founder and chief creative officer at Zulu Alpha Kilo. “We knew we had to do something that would breakthrough and get the attention we were looking for. We landed on a very clear, but extremely memorable way of getting Canadians to think about their car insurance and realize that they might be overpaying.”

The creative launch was supported by digital and printed OOH boards. A Don’t get milked on car insurance highway board features a set of 3D udders hanging from its lower edge. Digital boards underline RATESDOTCA’s promise of saving by displaying the most affordable local parking lots and gas stations. 

To round out the campaign, a soothing Sam Elliot-esque voice narrates a radio ad about a “freshly-milked Jeff” – an oblivious car owner who doesn’t realize he’s getting milked on car insurance. Social and digital executions highlight which cities in the GTA are the most milked and target specific audiences who could benefit from savings on their car insurance rate like new car owners.

The TV and social videos were directed by Francois Lallier, through Untitled Films. Post-production was handled by Zulubot. Media planning and execution were handled by OMD. The core campaign is expected to run until June 30 with digital and social assets running until the end of 2021.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Group Creative Directors: Ian Simpson & Catherine Allen
Art Directors: Michael Siegers & Manali Kulkarni
Copywriters: Jonah Flynn & Dylan Verwey
Designers: Ryan Booth, Vince Rozas, Stephanie Yung, Omar Morson & Zoe Kim
Account Team: Lisa Sousa, Nina Bhayana & Chris Rosario
Strategic Planner: Tim Hopkins
Agency Producers: Revital Grunberg & Houng Ngui

Client: RATESDOTCA Group Ltd
Client Team: Igal Mayer, Leonie Tait, Flora Cheung & Lydia Ku

Production House: Untitled Films
Director: Francois Lallier
Executive Producer : Peter Davis
Line Producer: Kelly King
DOP: Francois Gamache

Casting: Steven Mann Casting

Post Production: Zulubot
Editors: Max Lawlor & Jessie Posthumus
Online Artist: Alex Boothby
Post Producer: Mariya Guzova

Transfer House: Alter Ego
Colourist: Eric Whipp 
Producer: Jane Gearrah

Music House: Eggplant
Audio Director: Adam Damelin
Sound Design: Peter Pacey
Producer: Nicola Treadgold
Engineers: Dan Horton & Ben Spiller

Studio Artists: Pavel Petrycki & Jenny McCracken
Developer: Kyle Collins

Media Agency: OMD