Colenso & IAG create ads for people who don’t have time for ads

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AUCKLAND, Today: Colenso BBDO has created ads for busy people, relaunching State Insurance with a modular campaign.

Colenso BBDO creative director Maria Devereux said: “Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for …

“Unfortunately, busy people don’t have time to read every line item on their insurance form, let alone watch an insurance ad. That’s why you leave your insurance to the experts at State. 

“This week, State has re-launched with a modular campaign that speaks to busy individuals. But these people don’t have time for things that aren’t relatable, so we created a modular language and art direction system that allowed us to tell one-to-one stories.

“The campaign includes TV, online film, radio, print, OOH and digital display.”

“By starting a conversation with the right people, in the right moment, with the right message, we’ve been able to cut the expected insurance jargon and showcase the value of insurance at relevant times of the day.

“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.

“We 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 Palenski 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.”

  • See also… 


Client: IAG NZ
Marketing Manager – State: Gabrielle Markwick-Brown
Head of Consumer Marketing: Peter Hall
Executive Manager Customer & Marketing: Renee Milkop-Kerr
Senior Segment Marketer – State: Jo Harding
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: Jacky Winter Melbourne
Sound Design: Franklin Road

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