InsureMe.co.nz asks ‘What’s it worth?’ in new TV and digital campaign via Spitfire Creative
Spitfire Creative has launched its first TV and digital campaign for the consumer health and life insurance comparison site InsureMe.co.nz.
The ‘What’s it worth?’ campaign explores the implications of situations many of us prefer not to face.
Says John Madden, creative director, Spitfire: “The brief was to visually depict a variety of life-threatening events, ailments or conditions in ways that disrupt our target consumers’ apathy. We need people to ask if they’re properly covered for their lives right now? Hence, we used non-threatening animations and a touch of sardonic wit to infuse scenarios with humour to keep things light hearted.”
InsureMe.co.nz is a 100% Kiwi owned online service allowing consumers to compare quotes across life and health Insurance policies and buy the best offer. The insurance industry competitive landscape is changing and InsureMe taps into the growth of consumer driven digitised services that challenge notions of the insurance as a low engagement industry.
Online distribution requires brands to understand prospects better and use technology to improve the speed and ease of customer interactions. Typical life insurance buyers are older Millennial females. Their lives changed rapidly over the past decade as they’ve started a family and taken on responsibilities like mortgages and significant assets.
Says Madden: “They have a sense that they may need a higher level of protection. Yet, for many, insurance may have been a grudge purchase, or cover acquired on autopilot, that no longer meets their needs. We aim to snap them out of this daze.”
Says Ray Storey, insurance services manager, InsureMe: “We really like the call to action the Spitfire Team developed “Find out what it’s worth. It encourages consumers to engage with InsureMe to understand what life and health insurance policies are available and compare offers from multiple providers to see what it’s worth if they insure for those events. Click, Compare and Buy. InsureMe makes it easy.”
The multilayered animated campaign integrates four TVCs with social, display and open source video creative with InsureMe.co.nz’s homepage. Online creative depicting certain conditions – e.g. heart attack, encourages consumers to discover what it’s worth, by clicking directly into homepage drop down links.
Agency: Spitfire Creative
Creative Director: John Madden
Copywriter: Jerry Beale
Animation: Cirkus Productions
Media: MediaMass, Simon Massey, AquireOnline
Client Services Director – Stuart Ogden