Insurance company Budget Direct has unveiled a major new campaign via 303MullenLowe that blends together a new take on the classic crime thriller mystery with a unique series of otherworldly events.
The campaign introduces a new character, a detective named ‘Sarge’, who investigates a series of truly remarkable incidents.
Despite the inexplicable happenings, Sarge uncovers the real mystery – why the people involved in these incidents paid more than they had to for their insurance.
The campaign launches today with a two-minute, 30-second TVC (see below) and a 60-second version.
The campaign was shot by legendary British director Daniel Kleinman through production company Goodoil, and was led by 303 MullenLowe ECD Richard Morgan (his final project for the agency), creative director Adam Whitehead and copywriter Mike Burdick.
Morgan said: “It’s been a privilege working with such a talented team and courageous brand on a new campaign of this scale.
“Over four years, Captain Risky became a household name and helped Budget Direct to become Australia’s fastest-growing car and home insurer.
“Not one to rest on their laurels, Budget Direct challenged us with another unique brief, and it’s been a pleasure to create the new campaign that truly reflects Budget Direct’s ambitions to lift the bar once again.”
Kleinman said: “It was a marvellous opportunity for a director to work on the new Budget Direct campaign, bringing new characters to life and working with not only great actors, but also a wonderful team of people in Australia, including the crew, agency and client.
“I feel that Sarge and Jac are characters that we’ll enjoy watching and following now and in the future, as the sensible question they have for Australia is posed in a such an entertaining way.”
Nick Cleaver CEO at 303MullenLowe, said: “This is a campaign that will lead the category in terms of being highly entertaining and effective. It’s not only compelling viewing; it vividly highlights the benefit of taking out a policy with Budget Direct.”
Jonathan Kerr, chief marketing officer at Budget Direct, said: “We set out to make Budget Direct’s new marketing campaign just as innovative, engaging and unique as our ability to offer award-winning insurance for less.
“Now that we’ve got Sarge on the case, we hope Australians enjoy the ads and, in turn, consider our message even more.”
In the run up to the launch, six-second teasers were seeded on YouTube and Facebook, along with teaser large-format digital billboards across major cities and online display.
The campaign will encompass the full array of integrated channels, created and managed in-house by Budget Direct’s marketing and digital team.
Client: Budget Direct
Chief marketing officer: Jonathan Kerr
General manager of brand and media marketing: Warren Marsh
Marketing manager of new customer acquisition: Catherine Harty
Creative: 303 MullenLowe
Executive creative director: Richard Morgan
Creative director: Adam Whitehead
Senior copywriters: Mike Burdick and Sean Larkin
Agency producer: Sean Ascroft
Client service directors: Tony Dunseath and Joanna Gray
Senior business director: Meredith Raskopf
Business director: Olivia Maguire
Head of strategy: Jon McKie
Production: Goodoil Films and Rattling Stick
Director: Daniel Kleinman
Executive producers: Sam Long and Johnnie Frankel
Producer: Andrew McLean
Director of production: Ginny Loane
Editing: The Editors
Editor: Mark Burnett
Editorial assistant: Lily Davis
VFX supervisor: Jay Hawkins
VFX producer: Celeste Fairlie
Music and sound: Sonar Music
Composer: Matteo Zingales
Executive producer: Sophie Haydon
Sound designer: Timothy Bridge
Audio director: Wes Chew
Foley: Longstocking Studios
Photography: LOUIS & CO
Stills photographer: Mat Baker
Stills digi op: Carl Baker