Campaign: The Monkeys Relaunch Bingle’s Brand With Skydiving Chimp

Campaign: The Monkeys Relaunch Bingle’s Brand With Skydiving Chimp

Online car insurer, Bingle, is relaunching its brand with a decisively different campaign, created by The Monkeys, demonstrating how simple it is for people to get a car insurance quote and save money.

Barbara Messer
Posted by Barbara Messer

The campaign message, “Bingle. As simple as it sounds”, is based on the insight that most people don’t enjoy researching or purchasing insurance, and instead, prefer to get it done quickly to get on with their lives.

The launch TVC shows how easy it is for Joni, a sky diving chimpanzee, to get a quote backed with the claim that you can “get a quote in under two minutes.” Additional spots feature other interesting characters getting insurance quotes, including one who plays the jazz flute to make his pet crab dance while tapping a tablet screen.

Bingle Brand Manager, Jasmine Hildebrand, says, “It’s great to see this campaign come to life and we’re thrilled to work with The Monkeys on repositioning the Bingle brand for people that have better things to do than worry about insurance. We wanted to challenge category conventions in a light-hearted way. We get insurance is boring so we’re here to make it as simple as possible because life is too short to waste on insurance. With The Monkeys’ strong digital and strategic offering, as well as their provocative and light- hearted creative, it’s very exciting to see the impact this campaign is already having on the brand.”

The spots were directed by Hamish Rothwell at GoodOil Films.

Of course, Joni the chimpanzee didn’t really jump out of a plane at 20,000 feet, but was completely created using computer graphics by The Mill, New York. The entire process of turning a live-action actor into a realistic chimpanzee took nearly four months to produce the hairy, fleshy primate.

Says GoodOil Director Hamish Rothwell, “It’s not often you come across a script where you get to toss a chimp out of a plane. The trickiest part has been keeping the chimp realistic-looking. But that’s what The Mill does best, and we’re really happy with the way Joni has turned out.”

The campaign launch is supported by digital, press and out-of-home that all demonstrate the simplicity of getting a quote and saving money with Bingle (part of the Suncorp Group).