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Marketing RAPP Hastings Direct

Rapp UK launches new Hastings Direct TV Campaign


By Andy Black | Editorial Account Executive

August 2, 2017 | 2 min read

RAPP UK has created two new TV spots for Hastings Direct to reinforce the brand’s position as the simple, straightforward and dependable insurance provider.

Created entirely using CGI, the spots showcase the well-known statue Harry Hastings – building on his authoritative and dependable character – marking a move away from Stephen Seagull. They are set in Hastings’ familiar and quintessentially British seaside setting.

The first spot – You know where you stand – focuses on Hastings Direct’s straightforward and dependable nature. The second spot – Clear skies ahead – centres on Hastings Direct’s simplicity and transparency, and the great value for money that Hastings Direct customers have come to expect.

Nicola Charles, marketing director at Hastings Direct said: “Whilst we know that price plays an important role when choosing an insurance provider, we also know that the final choice often comes down to trust – which is exactly what Hastings Direct offers its customers. Harry Hastings personifies our dependable and trustworthy brand which can be relied on when people need to most – namely during a claim.”

Ben Golik, executive creative director at RAPP UK said: “Hastings Direct is a genuinely trustworthy brand, meaning that it was a natural process to move Harry Hastings into a more relatable, more dependable human figure and by using CGI, we have captured that very essence.”

Launching on Five, C4 and ITV2 followed by a large selection of channels, the two TV ads will be supported by a multi-channel digital campaign.

Marketing RAPP Hastings Direct

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RAPP is a global, data-driven creative community that builds direct, meaningful and high-value relationships between brands and people. At RAPP, with our unrivalled depth of expertise in first-party data, we’ve been observing and cataloguing real people’s lives for 50 years. In today’s world the balance of power has shifted, and customers are in control, which is why we put people and their preferences at the heart of the brand experience. With a talent base of more than 1,600 professionals in 18 offices, we help brands grow the value of real people by understanding what really matters and creating experiences that are right for real people, with real needs, in real time, creating marketing that matters. Our expertise in data and marketing sciences allows us to deliver our clients actionable human insight - an incredible understanding of genuine motivations, observed transactions and actual interactions. Our process reflects how real people think; we balance the left brain and the right, and we do our best work when we bring Precision and Empathy into balance. Building on our data foundation, RAPP delivers a range of capability across social, digital, customer experience and technology.

RAPP is proud to employ talented people across the US, the UK, Argentina, France, Germany, China, Singapore, Australia, Mexico, Bangkok and Dubai, and we actively foster an inclusive workplace where diversity and individual differences are valued and leveraged to achieve our vision.

RAPP is part of Omnicom Precision Marketing Group, a division of the DAS Group of Companies.

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