An animated TVC is at the centre of the integrated campaign created for AMI by Colenso BBDO and Assembly promoting insurance to the rapidly rising numbers of Kiwis who rent – now and for longer periods. Maybe much longer.
“When we spoke to renters about getting contents insurance, we found that the risk of being burgled or losing something wasn’t enough of a reason for them,” said Colenso ECD Steve Cochran.
“But then we talked about being covered against dumb accidents and forgetfulness. And about having cover both at home and while out and about.
“Then also had them think about how much stuff they actually do own. That’s when they became more interested.
“That led us to a campaign that rather than hone in on a single thought, instead uses all the arguments.”
The campaign will roll out over the next few weeks in digital, out-of-home, in-store, radio and on TV.
CREDITS
Agency: Colenso BBDO
ECD: Steve Cochran
Client: IAG Insurance
GM Marketing & Customer Communication: Merran Anderson
Channel Marketing Manager: Julie Chappell
Senior Channel Marketing Manager: Divesh Bhula
Channel Marketing Manager: Nicole Lovesy
Production Company: Assembly
Media Agency: Spark PHD
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