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Budget Direct's sock puppet Budsy urges Singaporeans to seek better deals

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By Taruka Srivastav, Reporter

September 12, 2019 | 3 min read

Insurance brand Budget Direct is urging Singaporeans to look for better deal when buying products in its latest campaign.

Budget Direct Insurance's sock puppet Budsy urges Singaporeans to seek better deals

Budget Direct Insurance's sock puppet Budsy urges Singaporeans to seek better deals

The campaign, created by Cohort Communications, features insurer's mascot Budsy, a sock puppet who will aim to attract value-conscious shoppers to buy insurance online in new marketing initiative from Budget Direct. It further builds upon the brand's existing "Pay Less or Get $100".

The advertisements are aimed at encouraging consumers to compare the car insurance renewal premium offered by their current insurer with a quote from Budget Direct Insurance; and if Budget Direct verifies that it can't beat their current insurer's renewal premium for the same level of cover, the consumer will receive $100, even if they don't buy.

Budsy will feature in a series of online commercials, as well as print, outdoor billboards and radio adverts around town.

Simon Birch, CEO of Budget Direct Insurance, said: "Budsy is a good vehicle for us to show that we are a modern digital insurance brand that likes to do things differently. In our new campaigns, he will be positioned as a friendly value-seeker who wants to help Singaporeans find a better deal on their car, motorcycle and travel insurance. The concept redefines the traditional tone of insurance advertising in Singapore and allows Budget Direct to clearly stand apart in this sector."

Cohort Communications spokesperson said: "Budsy is starting to get under the skin of Singaporeans as an icon of good budget insurance. He's cheeky and fun. And now with his new mission to share better value, he's maturing into a true blue Kiasu Singaporean. We're having a lot of laughs with him and we hope the public will too."

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