Budget Direct has kicked off 2015 with a major new advertising campaign created by 303Lowe.
The campaign introduces Captain Risky, a lovable daredevil character who designs his life around risk and can’t work out why Budget Direct won’t insure him.
The campaign, which launched on January 2, features Captain Risky engaging in the high-risk activities that Budget Direct will not insure. The aim of the campaign is to highlight how Budget Direct can provide Australians with award winning, lower insurance premiums because they are smart about the people they insure.
The campaign is the first new work to be created by 303Lowe, since the full service agency was appointed to the account in August, following a three-way shoot-out against Host and BMF.
Jonathan Kerr, Director of Marketing & Digital for Budget Direct, says, “This is the work that won the pitch. Budget Direct is well known for its market leading prices but we felt the need to help people understand how we can offer award winning insurance at such great prices. This campaign is designed to do just that, while building on Budget Direct’s brand personality.
“Budget Direct doesn’t believe lower risk customer’s premiums should subsidise higher risk customers premiums. At Budget Direct you only pay for your own insurance. By saying no to bad drivers, high risk takers and risky circumstances, year after year we are able to offer award winning insurance for less.”
Richard Morgan, ECD of 303Lowe, says, “Captain Risky is a larger than life, adrenalin-loving, front man for Budget Direct. Risk is his passion and his reason for being. He embodies all the high-risk activities that Budget Direct will not insure. He badly wants affordable insurance from Budget Direct – but, let’s be honest, he’s never going to get it, he’s just too risky.”
Nick Cleaver, Chief Executive Officer of 303Lowe, says, “We have collaborated closely with the Budget Direct team on this campaign from early thoughts to final execution; it’s genuinely a team effort and we’re delighted with the result.”
The campaign will run across cinema, TV, digital, social, print and outdoor with spots highlighting specific Budget Direct offerings – Car Insurance, Home Insurance and CANSTAR awards.
The campaign was directed by Hamish Rothwell with effects by Alt VFX.
ECD: Richard Morgan
Copywriter: Sean Larkin
Art Director: Adam Whitehead
Head of Business Management: Tony Dunseath
Business Director: Sophie O’Sullivan
Head of Strategy: Jon McKie
Agency Producer: Amanda Cain & Sean Ascroft
Director of Marketing & Digital: Jonathan Kerr
General Manager New Customer Acquisition: Paul Duggan
Campaign Manager: Jenni Osborne
Director: Hamish Rothwell
Production Company: GoodOil
Producer: Sam Long
D.O.P: Crighton Bone
Editor: Mark Burnett
Music/ Sound: Song Zu
Photographer: Mat Baker
Stills Production: Louis & Co.