The Black Hole develops Open & Direct campaign
High street insurer, Open & Direct Insurance has launched a TV advertising campaign, created by The Black Hole.
The 30 second direct response TV ad is a parody of 80’s disco classic ‘It’s Raining Men’ and will be supported by press advertising, planned and bought by TCS Media.
All Open & Direct shop windows were also wrapped in vinyls and POS.
Working alongside SKV Manchester, The Black Hole developed a pre-launch campaign involved Northern Irish Pantomime star May McFettridge and 40 dancers in a ‘flash-mob’ stunt outside Belfast Town Hall, as well as touring the company’s shops in Northern Ireland alongside email and DM activity.
Lynne Cook, head of strategy and planning at The Black Hole, explained: "It’s been a mammoth effort all round and a huge achievement, considering the budget we had to work with. We needed to get into the heads of the Northern Irish people and understand that DRTV ads in Northern Ireland are completely different to that of the mainland. They’re all about the craic, they’re disruptive and we needed to create something that people would be talking about down the pub with affection.”
Karl Stones, creative director at The Black Hole, added: “It’s taken nearly four months to complete; we’ve spent over two weeks rendering the falling CGI coins; re-created an iconic disco track that hadn’t been used in any advertising before – and essentially shot a funny 30sec pop-video that works seriously hard to get the response the client needed.”