Insurance specialist Marmalade has brought in Cogent to develop its first above-the-line advertising campaign, this will include a TV ad which is set to run during the final of Love Island.
Specialising in insuring young and learner drivers through short-term and annual options for their own or borrowed vehicles, the insurer tasked Cogent to create an integrated campaign that will run on ITV2 on 30 July during the final episode of Love Island’s fourth series.
Activity will run across TV, outdoor and print, with other work being handled by incumbent agencies; media planning and buying through MJ Media, Fetch on digital and Mobas on PR.
Adam Moger, sales and marketing director at Marmalade, said: “It’s an exciting time for Marmalade; we have significant growth plans and a number of product innovations in the pipeline. We needed a creative agency partner who could quickly get under the skin of our brand and specialist product offering, and develop an insight-led creative campaign that will really resonate with our savvy young target audience. Cogent demonstrated all of this, plus a real focus on open collaboration with our tight knit team and other agency partners.”
Bruce Hutton, chief executive at Cogent, added: “From the moment we read the brief, we were excited – a successful brand with stacks of potential, and a challenge that sits in a bit of a sweet spot for us – automotive, financial services, and a youth audience. As a parent of a learner driver I have first-hand experience of the obstacles this audience can face in getting insured to drive. It’s exciting to be partnering with such an entrepreneurial, forward thinking business and helping youngsters to taste the freedom of driving safely and responsibly.”
Earlier this month it emerged that ITV has dropped its use of Snapchat during the current series of Love Island having found the audience diminished and has concentrated on building its content strategy through Instagram instead.