Marketing group Commquest has been appointed to handle the launch campaign for 1300 Insurance, a new company aimingto take on the Australian insurance market’s established players.
The group was handed the business following a pitch process against three unnamed competitors and has started work for the brand ahead of its July launch.
Bland, Commquest’s digital agency, will build a website and roll out a digital advertising push for 1300 Insurance. The Smart Group will provide call centre infrastructure for direct sales, while SMS Central will handle the mobile element of the campaign.
A radio ad, to be rolled out on Melbourne’s Fox FM and 3AW, and a print ad to run in mX have already been completed.
1300 Insurance was founded by Greg Read, current managing director of online network The Insurance Group. Read has spent 20 years in financial services, including a stint as head of NAB’s insurance arm.
The firm, which will offer travel, life, home, car and pet insurance, is based in Melbourne and will serve customers nationwide.
It will act as the brand name for a number of underwriters, including Zurich.
“We want to target 18 to 39-year-olds who have no loyalty to AAMI or RACV – these brands mean nothing to them,” Read said.
“AAMI and RACV came through when automotive companies controlled the market. This has become out-dated as consumers are now in charge. The 1300 Insurance brand will resonate with the younger generation who increasingly use online and mobile for their insurance choices.”
Stuart Stoyan, director at Bland, said: “We want 1300 Insurance to be the first port of call for insurance. It lends itself to a youth focus – it’s a fresh, vibrant brand.
“The aim is to make 1300 Insurance into a top, national brand and fill a gap in the rather stuffy and disjointed market.”
