Insurance for too busy lives
State Insurance
Issue 52 | September 2019
Agency
Colenso BBDO
Creative Team
Chief Creative Officer: Levi Slavin Creative Director: Maria Devereux Senior Copywriter: Ellen Fromm Senior Designer: Hamish Steptoe Creative Director: Nicole Sykes
Production Team
Head of Broadcast: Jen Storey Senior Mac Operators: Tim Long, Tias Somers Editor: Luke Urquhart Senior Digital Producer: Claudio Varoli-Piazza Media Agency: PHD Production Company: Jacky Winter Melbourne Sound Design: Franklin Road
Other Credits
Group Business Director: Kate Mandy Business Director: Katie Lark Group Strategy Director: Lisa Divett Strategist: Amy Pollock Digital & Data Strategist: Emma Tait Client IAG Marketing Manager, State: Gabrielle Markwick-Brown Head of Consumer Marketing: Peter Hall Executive Manager Customer & Marketing: Renee Milkop-Kerr Senior Segment Marketer, State: Jo Harding
Date
April 2019
Background
Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for... But busy people don’t have time to read every line item on their insurance form, let alone watch an insurance ad.
Idea
Insurance for too busy lives.
Through a modular design system, State Insurance set out to tell one-to-one stories that spoke to the busiest individuals. Using dynamic data fields and contextual insights, it was possible to start a conversation with the right people, in the right moment, with the right message.
With 665 unique messages, the idea was to cut the expected, boring insurance jargon and showcase the value of insurance at times relevant to the audience.
Results
State had been in decline, relying on latent brand awareness to keep them going.
In the month before the campaign launched, they were losing 500 customers a week. But since launch, almost every week has seen an improvement, at first slowing the decline before putting them back into growth for the first time in 18 months.
Our Thoughts
There are plenty of observers out there who think advertising is in danger of asphyxiating itself. It’s not that there is too much advertising (there is) but that it is irrelevant to at least 90% of the people who see it. Dynamic ad serving is one way of dealing with this problem, making sure the right message gets through to the right person. That’s what this campaign is trying to do. Not just look distinctive and interesting with its bold colours but talk to the right people on the appropriate day of the week, at the time the message makes most sense.
It may not win creative awards but it is a very smart media strategy and it sold a lot of insurance, which is not an easy thing to do. Maybe agencies should remember that their original purpose was to do exactly that, sell stuff. Just sayin’.