State Insurance has launched a new campaign in New Zealand aimed at people who are too busy to buy insurance.
Instead of using normals ads to capture their attention, the IAG-owned brand wants to be more strategic and creative in its messaging, positioning and targeting to explain the importance of buying its product which provides general, business, life and travel insurance.
According to IAG, this is because busy people do not have time to read every line item on their insurance form, let alone watch an insurance ad. With the help of Colenso BBDO, the insurer used dynamic data fields and contextual insights to create 665 ads for multiple platforms like TV, online film, radio, print, OOH and digital display.
“There's a lot of love for State, an iconic Kiwi brand, but life moves so fast now that sometimes insurance gets put in the too-hard basket,” said Gabrielle Markwick-Brown, the marketing manager for State.
“That's why we wanted to connect with our customers and show that we get it - we're busy people too - State is there for them when misfortune strikes but life doesn't stop. It was important for us to be highly relevant while maintaining a unique identity, which the creative approach has allowed us to deliver on”.