State Insurance protects Kiwis before the damage is done in new app/campaign via Colenso + Finch

Whereas most insurance companies will help you after an accident – when the damage is done, State Insurance wants to try and help Kiwis prevent the damage happening at all. That’s what inspired the latest spot from Colenso BBDO and Finch.

It launches an App that gives State motor vehicle customers discounts on all sorts of things that will keep their cars in optimum condition, helping their customers stay safer and happier on the road. The challenge was to show prevention not repair.

VIEW THE SPOT

That challenge became a technical one and required a very smart production team. Finch director Jae Morrison collaborated with Hollywood production designer Phil Ivey, cinematographer Duncan Cole and Andrew Timms & Mat Ellin at BERYL to produce elaborate, forced perspective sets. These sets, viewed from a specific angle, create the illusion of a car accident. When the camera moves, it reveals the damage never happened.

Says Morrison: “Usually with an insurance ad, you’d expect crashed cars to get repaired. This commercial was about prevention, so we needed a technique that showed crashed cars, which were revealed to be undamaged. Forced perspective models and screens allowed us to do just that, while making the reveal really watchable.”

The spot itself demonstrates State’s new stance on insurance. Beginning a relationship with customers that is equally based in the ‘before’ as it is the ‘after’. This is first in a number of initiatives they plan to roll out.

Says Emma Scoringe, state marketing manager: “Partnering with Z, VTNZ and Bridgestone has allowed us to offer some great deals to our customers and reward them for their loyalty on an ongoing basis.”

The campaign launched on Easter Monday with a 30 second spot, followed by three 15-second spots to follow up. This is also supported by radio and digital.

Agency: Colenso BBDO

Post Production: Andrew Timms, Matt Ellin, Paul Dickson @ Beryl