Pet ownership is on the rise across Australia, however pet insurance market penetration remains low, according to GapOnly, the claims solution powered by PetSure.
Following its ‘Breakthrough’ marketing campaign in 2021, this month GapOnly will be releasing a new integrated campaign entitled ‘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 concept features real life GapOnly case studies that portrays the different scenarios and mishaps that pet parents may find themselves in.
New research from the 2022 Animal Medicines Australia report shows 69% of Australian households own a pet, up from 61% in 2019 while an estimated 3.5 million households are actively considering new pets in the next 12 months.
Following the pandemic pet ownership boom, the report indicates 45% of current pet owners are less experienced (up from 39% in 2021) with nearly two in five dogs in Australia 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.
The creative territory heroes the common pet ‘archetypes’, personas and the mishaps that could land animals and their paw-rents 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 toxin.
Jenny Williams, chief marketing officer at PetSure, says: “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."
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