Colenso BBDO and IAG have partnered to create ads for people who don’t have time for ads.
This week, State has re-launched with a modular campaign that speaks to busy individuals.
By starting a conversation with the right people, in the right moment, with the right message, State Insurance has been able to cut the expected insurance jargon and showcase the value of insurance at relevant times of the day.
Colenso BBDO creative director, Maria Devereux: “If you’re going to take the time to look at one of our ads, the least we can do is make it relevant to you.
State then applied this thinking to the media buy.
Using dynamic data fields and contextual insights, every one of the 665 ads could be optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display.
PHD group business director, Amanda Palensi said: “A creative platform like this provides a great opportunity to marry messaging with media placement, using relevance and humour to really cut through – essential for a category such as insurance.
“We’ve had a lot of fun planning out this campaign with Colenso BBDO.”
State marketing manager, Gabrielle Markwick-Brown said: “There’s a lot of love for State, an iconic Kiwi brand, but life moves so fast now that sometimes insurance gets put in the too-hard basket.
“That’s why we wanted to connect with our customers and show that we get it – we’re busy people too – State is there for them when misfortune strikes but life doesn’t stop.
“It was important for us to be highly relevant whilst maintaining a unique identity, which the creative approach has allowed us to deliver on.”
Client: IAG NZ
Gabrielle Markwick-Brown, Marketing Manager – State
Peter Hall – Head of Consumer Marketing
Renee Milkop-Kerr – Executive Manager Customer & Marketing
Jo Harding – Senior Segment Marketer – State
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: Jacky Winter Melbourne
Sound Design: Franklin Road
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