3 May 2011 - 4:30pm | posted by | 14 comments

Trident Insurance aims new campaign at gay men

Trident Insurance aims new campaign at gay menTrident Insurance aims new campaign at gay men

Trident Insurance has worked with Nation1 Digital on a campaign to build its brand among gay men in London.

The Ilford-based insurance company appointed Nation1 to develop a brand, positioning and digital campaign. Its response includes the positioning statement "We take care of everything" and a campaign website.

Nation1 said the client "didn't want to invest heavily in media until the concept was proven" so it eschewed SEO and PPC and focused on banner advertising and digital PR.

The agency worked with an ambient media partner to distribute branded beer mats to gay bars in London and Trident also advertised in gay magazines.

Trident CEO Robert Marshall said: "As a company we are very much a David to the Goliaths in this industry, but Nation 1 has turned an initial conversation into a real time event which I find exciting and ground breaking."

Comments

Anonymous (not verified)
3 May 2011 - 16:50
Anonymous's picture

Can someone help with the pic and strap line.... Big or small what exactly.... Ring Piece! and what business is the pic conveying..... Gay Calendars

Any takers

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Anonymous (not verified)
3 May 2011 - 17:28
Anonymous's picture

So if you're a gay man, the only thing you think about is cocks and sex is it?

Isn't that a bit of a cliché and stereotypical??

If I was a gay man, I think I would find this rather insulting.

And simply from a creative perspective it's complete bollocks.

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Anonymous (not verified)
3 May 2011 - 17:57
Anonymous's picture

To patronise or not to patronise, that is the question.

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Anonymous (not verified)
3 May 2011 - 18:57
Anonymous's picture

Holy shit batman. It's so easy selling to these gays, just flash them some male beefcake and they'll have two of whatever you're selling. Someone should try this with cars, they'd shift thousands more of them Skodas - but make sure they're in pink.

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Anonymous (not verified)
4 May 2011 - 07:50
Anonymous's picture

Usually I am a fan of Nation1's approach to advertising but on this occasion I feel that maybe the client's request to target the Pink Pound, in the same way other brands do, overshadowed what could have been a clean brand paradigm shift.

As a gay man I do find the advertising slightly cliché and somewhat ‘too easy’ - I wouldn't have been surprised to see a picture of Kylie appear somewhere on the website. I also question the “We Take Care of Everything” statement as it is quite open and initially I assumed it covered Health Insurance.

Having researched and worked at targeting the LGBT community, I believe that Trident could have easily welcomed the homosexual community into their business approach without differentiating the customer from straight men. Subtle rainbow themed imagery and a commitment to a few causes, especially AIDS Awareness, would receive a positive response from the desired audience and provide a perfect platform for Trident to grow the brand once initial acceptance has been achieved. As for the pictures of handsome men...............lets not lie, a pretty face will grab a gay mans’ attention but it’ll possibly pop into our heads when buying clothing, watches etc and not insurance.

However; I’m still very keen to know which bars received the branded beer mats so I know where I should go to snag myself a husband that owns a Yacht that needs insured.

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Anonymous (not verified)
4 May 2011 - 09:31
Anonymous's picture

Why is it that gay people define themselves by their sexuality. Being gay is obviously part of who a gay person is, but surely not all of it - how shallow is that?

I'm a heterosexual (and no, I'm not in the least bit homophobic - whatever floats your boat matey's) but I'd be really depressed if that was all that defined me as a person.

And at the end of the day, what the hell is the difference between a gay person buying insurance, and a heterosexual person buying insurance. How is your sexual persuasion a contributing factor in this?????

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Anonymous (not verified)
4 May 2011 - 09:38
Anonymous's picture

"Subtle rainbow themed imagery...would receive a positive response from the desired audience". Really? So, as a gay man, presumably speaking for all gay men, you think that's all it would take? Mmm...helpful to know.

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Anonymous (not verified)
4 May 2011 - 09:53
Anonymous's picture

They won't need to 'invest heavily in media' as this is one 'concept' that will not be 'proven'. Nation1 should give the client an immediate refund. The strategy (if you can call it that) is ridiculous, and the execution pathetic. A few camp stock shots and an 0800 number, and barely anything else to speak of. This kind of rubbish gives marketing and advertising a bad name. And if I see the line 'as individual as you are' ever again, I will individually descend upon the agency's office with a home-made flame-thrower.

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Anonymous (not verified)
4 May 2011 - 14:40
Anonymous's picture

They guy in the bath looks a little like andrew grant? I know he's big headed but surely not? Also I concur this campaign is utterly dreadful

'didn't want to invest heavily in media until the concept was proven' - where is the concept/idea for a start and if they didn't want to invest in media why did they buy space in gay magazines? Utter tosh.

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Anonymous (not verified)
4 May 2011 - 18:58
Anonymous's picture

People always love to jump on the ''is being gay all that defines a gay person'' well u just have to look at how packed gay clubs and bars are EVERY night of the week or if there was no need for gay specific things why have gay magazines or gay holiday resorts or gay tv shows for that matter.

Theres always a niche market in the gay community for something, these people who say gay people are not defined by being gay are the same ones that would tell them to stand up and be proud of being gay. Its ridiculous. Haven't they ever heard the age old advertising mantra of "Sex Sells?" well who is selling to the gays? We need to stand up for the gays all over the world, black, white, thin, fat, rich or poor (well not the poor) and help them be proud in this straight dominated world we live in.

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Anonymous (not verified)
4 May 2011 - 21:25
Anonymous's picture

The reason it's a 'straight dominated world' is simple mathematics love - there are more straight people than gay!

Oh. and one of my best friends is gay, and he gets more annoyed than straight people by what he terms the 'narcissistic mincing brigade' who have to drag every aspect of being gay down to sex, and he absolutely refuses to have his very considerable pounds classed as pink.

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5 May 2011 - 16:11
mark_astle's picture

Whoever it's meant to appeal to, it's a crap nob gag.

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Anonymous (not verified)
15 Jun 2011 - 08:56
Anonymous's picture

Ha you've got to laugh at the 3rd paragraph in this article - the reason you aren't investing heavily in media is because you don't know what your doing and have a track record of buying media, campaigns being ineffective, clients refusing to pay resulting in yet another liquidated company

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11 Jul 2011 - 00:42
Andrewnation1

Wow. I had no idea people were so passionate about gay insurance. Good to see our work stirring up such healthy debate. After just one month our campaign generated over 6,500 hits to www.trident-insurance.co.uk/gay. The client has since developed a bespoke gay fixed fee (£15.99) holiday product which we have teamed up with uber cool club brand Room Service to promote. Appointing gay icon Jodie Harsh as brand spokesperson check out www.facebook.com/fivestarstuds. Looking forward to continuing balanced feedback as the campaign develops.

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