Colenso BBDO And IAG Create Ads For People Who Don’t Have Time For Ads

Colenso BBDO And IAG Create Ads For People Who Don’t Have Time For Ads
SHARE
THIS



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.”

Campaign Credits:

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

Please login with linkedin to comment

Colenso BBDO iag PHD State Insurance

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]