665 ads for busy people by Colenso BBDO
State Insurance has launched a new campaign in New Zealand aimed at people who are too busy to buy insurance.
Instead of using ads to capture their attention, the IAG-owned brand wants to be more strategic and creative in its messaging, positioning and targeting to explain the importance of buying its product which provides general, business, life and travel insurance.
According to IAG, this is because busy people do not have time to read every line item on their insurance form, let alone watch an insurance ad. With the help of Colenso BBDO, the insurer used dynamic data fields and contextual insights to create 665 ads for multiple platforms like TV, online film, radio, print, OOH and digital display.
Client: IAG NZ
Gabrielle Markwick-Brown, Marketing Manager - State
Peter Hall - Head of Consumer Marketing
Renee Milkop-Kerr - Executive Manager Customer & Marketing
Jo Harding - Senior Segment Marketer – State
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: Jacky Winter Melbourne
Sound Design: Franklin Road