Insurer Budget Direct teamed up with creative agency 303 MullenLowe to leave audiences blown away.
The Blown Away campaign is the second in a new series of ads using the established Insurance Solved tagline and features Budget Direct mainstays Sarge, Jacs and Chief.
The work aims to present the perfect opportunity to inform in a fun and lighthearted space filled with chaos.
Blown Away can be viewed across TV, BVOD, Cinema, OOH, radio and online.
303 MullenLowe's executive creative director Bart Pawlak says the brief was straightforward -- to remind Australians of Budget Direct's leading position in the market.
Pawlak: “Budget Direct has been awarded both the Money magazine and Canstar ‘Insurer of the Year’ award for multiple, consecutive years. It’s an accolade that, as sales results continually confirm, has proven powerful among Australian consumers.
“Our brief was relatively straightforward and familiar – to, once again, remind people of Budget Direct's leading position in the market as determined by the experts.
"Specifically, in the context of their home and car cover, and under the banner of their long standing brand platform of ‘Insurance Solved’.”
Jonathan Kerr, chief growth officer at Budget Direct said: "In a year where it’s likely that Aussies will be looking for the best possible value from their insurer we wanted to remind everyone that we remain Australia’s most award-winning insurer.”
Pawlak says that the creative approach was quite simple, to double down on the art of storytelling and humour that have been such a success in the past.
“The benefit of such a longstanding campaign is the large and diverse body of work that we were able to interrogate and learn from before embarking on this new round of creative," he says. "We sat down with Australian consumers and simply asked them which approaches they preferred and why.
“Their answers helped inform our decision to reprise Budget Direct mainstays Sarge, Jacs and Chief, as well as double-down on an approach to storytelling and humour that takes observations of ordinary Australian life and adds the right amount of entertaining hyperbole. The kind that Budget Direct communication has become known for over the years.
“The final piece was ensuring we had the right production partners to make the storytelling as authentic and engrossing as possible.”
Pawlak says that the use of lighthearted humour in a time of inflation, pandemics and the politics of polarisation is just what the 2023 audience needs.
“Knowing our target audience and the kind of work they respond to gave us an unfair advantage in this respect," he says. "This wasn’t our first conversation.
“While new generations of consumers are continually entering the market, we find that certain fundamental consumer needs remain the same.
“The need for peace of mind when it comes to your insurance cover is as relevant to new consumers as it was to our grandparents.
“And, as far as having a rational claim delivered in a way that provides an entertaining moment of escape from the realities of inflation, recessions, pandemics, and the politics of polarisation is concerned, then 2023 feels as good a time as ever.”
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