Butter Insurance is shaking up stale, traditional insurance advertising with its latest out-of-home campaign, Weird Stuff Happens.
This dynamic campaign seeks to resonate with young people and renters, infusing a sense of humour and relatability into the often dry and complex world of insurance.
Butter Insurance was founded in 2021 by Steph Skevington and Cassie Bell. The start-up aims to democratise access to insurance, particularly for young people and renters, by offering subscription-style insurance policies at the checkouts of retailers.
Recognising the unique challenges and concerns of young people, the campaign is designed to resonate with a younger demographic and address their specific needs.
Bell, co-founder of Butter, said the company know that insurance isn't typically on the top of young renters' minds.
"With this campaign, we aim to communicate the importance of having insurance in a fun and light-hearted manner. We want our customers to feel that Butter gets it and has their back," she said.
With catchy and situational slogans like 'for when mum was right, insurance was a good idea', and 'for when putting it in rice just delays the heartbreak (and now you just have less rice)', Weird Stuff Happens explores the unpredictable and often funny nature of everyday life.
The campaign was brought to life by Born creative agency. Jenny Lennon, creative director of Born, said it's been a pleasure to work with Butter on this campaign, and to work with a brand willing to stand out.
"You can see their bravery in the visual and tonal style of this campaign. And on top of that, we just loved that the solution to today’s modern hazards was to get covered with Butter," she said.
The out-of-home campaign will be rolled out across Sydney across posters, digital billboards, bus stops, and train stations.
The campaign is not just about creating buzz; it's about shifting the narrative around insurance for a younger demographic.
By focusing on relatable scenarios and injecting humour, Butter Insurance is redefining how insurance is perceived and making it more approachable for those who may have previously been hesitant or disinterested.
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