Background

State has been insuring New Zealand for over 150 years. Yet, we’d been in constant decline for the past three years. With no presence in market, we’d been relying on latent brand awareness to keep us going. It wasn’t. In the month before the campaign launched, we were losing approximately 500 policies a week. It was time for a total rebrand.

Describe the creative idea (40% of vote)

Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for… Unfortunately, busy people don’t have time to read every line item on their insurance form, let alone watch an insurance ad. So, we changed everything. Our tone, attitude, UX and our policies. We created insurance for too busy people. Through a modular design system, we told one-to-one stories that spoke to the busiest individuals. We cut expected insurance jargon and showcase the value of insurance at relevant times of the day.

Describe the execution (40% of vote)

We stripped our comms back to the basics and made ads for people who have no time for ads. Through a modular design system, we told one-to-one stories that spoke to the busiest individuals. By pulling from a library of assets, we were able to start unique conversations with the right people, in the right moment, with the right message. Then we used dynamic data fields and contextual insights to ensure hundreds of messages were optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display. Our modular design ensured every piece of the campaign started a unique conversation with the right people, in the right moment, with the right message.

List the results (20% of vote)

State had been in constant decline for the past three years. With no presence in market, we’d been relying on latent brand awareness to keep us going. It wasn’t. In the month before the campaign launched, we were losing approximately 500 policies a week. Then came our 665 unique messages. In the first ten weeks, we saw a 30% increase in sales, a 75% growth in State insurance policies and 15% less customers were leaving. So, for the first time in four years, we’ve begun to turn the ship around.