To launch RACQ’s new Pet Insurance product, SapientNitro Brisbane has created a new integrated campaign that transports everyday pets into all kinds of thrilling adventures.

Using illustrated face-in-the-hole boards, the campaign went live in early October via a range of channels including digital, online videos, social media, outdoor, press and in store.

The distinctive looking ‘Be ready for anything’ campaign aims to cut through in a very cluttered pet insurance market by leveraging the ‘lifestyle opportunity’ of pet ownership and accentuating the strong connection between pets and their owners.

Creative director Ralph Barnett said, “Pet owners are a highly engaged and passionate community who love to share the exploits of their four-legged loved ones on social media. So we wanted to harness this ‘parental pet pride’ by creating a communication platform that encourages greater engagement and adds value to the product.”

An interactive JC Decaux Innovate Panel will also feature next month near popular dog parks, allowing pet lovers to add their own pet’s photo to a scenario and become part of the campaign.