665 ads for busy people by Colenso BBDO

Date: May 2019
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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

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