With Covid leading to a rise in pet ownership, pet insurance claims service, GapOnly is launching its ‘true story’ campaign to increase pet insurance awareness amongst first-time pet owners.
New research from the 2022 Animal Medicines Australia (AMA) Pets in Australia report shows 69 per cent of Australian households own a pet, up from 61 per cent in 2019.
This has led to a rise in less experienced pet owners – 45 per cent of current owners are less experienced now (up from 39 per cent in 2021) with nearly two-fifths of dogs in Australia having been acquired since the onset of the pandemic.
This means there’s a large cohort of first-time pet owners that may need greater education around the costs of pet health and the benefits of pet insurance.
Following its ‘Breakthrough’ marketing campaign in 2021, this month GapOnly, powered by PetSure, launches a new integrated campaign, ‘True Story’, that will run across outdoor advertising, paid social, PR and influencer channels, driving awareness of pet insurance and the GapOnly service.
The creative territory heroes the common pet ‘archetypes’ or personas and the mischievous mishaps that could land them at the vet.
For instance, the Muncher archetype is food obsessed and often eats things they shouldn’t like erasers, socks or even human medication which could mean a visit to the vet to get their stomach pumped and to be treated for ingestion of a foreign body or toxin. Other archetypes include: the Daredevil, the Amateur Street Fighter, the Wrangler, the Drama King or Queen, the Opportunist, and the Perfectionist.
The creative concept features real-life GapOnly case studies showing the different scenarios and mishaps that pet parents may find themselves in.
“We wanted to bring the creative concept to life in a way that was playful and cheeky, yet relatable while still showing the benefits of GapOnly by illustrating the vet bill and out-of-pocket cost side-by-side. With a clear call to action, pet parents are encouraged to search for a GapOnly® ready policy so they can enjoy a better claims experience,” Jenny Williams, chief marketing officer (CMO) at PetSure said.
