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Reading: SapientNitro Attempts To Cut Through The Pet Insurance Clutter For RACQ
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B&T > Advertising > SapientNitro Attempts To Cut Through The Pet Insurance Clutter For RACQ
AdvertisingFeaturedMarketing

SapientNitro Attempts To Cut Through The Pet Insurance Clutter For RACQ

Lisa Collins 1
Published on: 19th October 2015 at 7:57 AM
Lisa Collins 1
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1 Min Read
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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.

RACQ_Pet_Insurance -5

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.

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By Lisa Collins 1
With over 20 years working in media, marketing and communications, I'm a seasoned senior manager with a broad range of experience in journalism, consumer PR and brand marketing. 

Residing in the United States for over a decade, I worked as a journalist, film producer, fashion stylist and publicist. I'm a digital marketing specialist. I've been closely involved in developing and implementing strategic planning and has provided senior counsel to internal and external stakeholders across a range of channels including communications, marketing and new business development. As a member of the senior leadership teams at Burson-Marsteller, Pentafin and 2IC at Trish Nicol Agency, I've worked with global brands including: Bombay Sapphire, Cartier, Florsheim, Grey Goose, Jim Beam, Mini Cooper and Schweppes. 

 I'm also a lecturer in digital marketing, developing and delivering courses in e-commerce and digital strategies for bachelor of marketing students at Raffles College.

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