Swinton Insurance: advert-body-3 by BJL

High street insurance broker Swinton Group is launching a new £3.7m multi-media campaign to relaunch its Swinton Insurance brand.

The campaign was developed with creative agency BJL and communicates the reassurance Swinton Insurance offers in choosing the right cover and plays on the doubts customers have when choosing a policy.

The team developed the strapline ‘turn Nagging Doubt into nothing-to-worry about’ as the central theme of the branding, which spans TV, press advertising, social media, direct mail, online display, PPC and in branch promotion.

The concept of the ‘Nagging Doubt’ is rooted in the insight that consumers are often buying their insurance in haste, without guidance, and often solely on price rather than cover that they are confident is right for them. Central to the creative is a character, a physical embodiment of the worries consumers feel about their insurance – which is also used to also showcase the ways Swinton can help give customers confidence through access to support, whenever and wherever they need it.

The specialist puppet which embodies ‘Nagging Doubt’ was created by Hollywood special effects creator, Robert Kurtzman and features across the campaign. The TV ad was directed by Julian Pugsley through Love Commercials.