AMI have launched a new campaign promoting insurance for renters. A deliberately timely proposition as more and more kiwis are renting and renting for longer.
This new offering follows on from their recent and successful launch of Young Drivers Insurance, as another example of AMI making insurance more relevant and affordable for more New Zealanders. Again this campaign has been created in AMI’s familiar animated style that this time features a cute couple used to demonstrate the many benefits of being ‘renters with Renters Insurance’.
Renters often don’t think about getting contents insurance. Young renters rely on their parent’s policies or just don’t think they own enough to warrant it. And many people think of contents insurance as something you get when you buy a house, so they don’t really consider as something for them. This campaign sets out to change that.
Steve Cochran, ECD at Colenso BBDO, said, “When we spoke to renters about getting contents insurance, we found that the risk of being burgled or loosing something wasn’t enough of a reason for them. But then we talked about being covered against dumb accidents and forgetfulness. And about having cover both at home and while out and about. Then also had them think about how much stuff they actually do own. That’s when they became more interested. That led us to a campaign that rather than hone in on a single thought, instead uses all the arguments.”
The campaign was created by Colenso BBDO with Assembly designing the characters and producing film. It will roll out over the next few weeks in digital, out-of-home, in-store, radio and on the telly.
Agency: Colenso BBDO
Client: IAG Insurance
Merran Anderson – GM Marketing & Customer Communication
Julie Chappell – Channel Marketing Manager
Divesh Bhula – Senior Channel Marketing Manager
Nicole Lovesy – Channel Marketing Manager
Production Company: Assembly
Media Agency: Spark PHD