Product / ServiceSTATE INSURANCE
CategoryA09. Consumer Services / Business to Business
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement PHD Auckland, NEW ZEALAND
Production 2 FRANKLIN RD Auckland, NEW ZEALAND
Production 3 FLUTTER Melbourne, AUSTRALIA
Additional Company IAG Auckland, NEW ZEALAND


Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Maria Devereux Colenso BBDO Creative Director
Hamish Steptoe Colenso BBDO Senior Designer
Nicole Sykes Colenso BBDO Art Director
Ellen Fromm Colenso BBDO Senior Copywriter
Kate Mandy Colenso BBDO Group Business Director
Alicia Lowndes Colenso BBDO Group Business Director
Katie Lark Colenso BBDO Business Director
Mikayla Hall Colenso BBDO Account Executive
Jen Storey Colenso BBDO Executive Producer
Emma Tait Colenso BBDo Strategist
Lisa Divett Colenso BBDo Head of Brand and Communications Strategy
Amy Pollok Colenso BBDO Planner
Gabrielle Markwick-Brown IAG New Zealand Marketing Manager
Claudio Varoli-Piazza Colenso BBDO Senior Digital Producer
Tim Long Colenso BBDO Senior Mac Op
Ashlee Harris Colenso BBDO Integrated Producer
Jodi Davis Colenso BBDO Head of Studio
Clara Marcus The Jacky Winter Group Production Company Producer
Craig and Karl - Jacky Winter Group Directors
Jonathan Mihalijevich Franklin Rd. Music & Sound Design Executive Producer
Jonathan Mihalijevich Franklin Rd. Music & Sound Design Executive Producer
Shane Taipari Franklin Rd. Music & Sound Design Sound Designer

Write a short summary of what happens in the radio advert

Our audience has no time for insurance. They probably don’t even know where they put their policy number… So, we made radio ads for people who have no time for ads as part of State’s “Insurance for too busy lives” brand relaunch. For busy people, life is a constant to-do list. We create a brand voice that reflects this. Each radio spot drew on insights and data to take us through a “too busy” day – where the busy-ness leads to the need for insurance.

Cultural/Context information for the jury

Despite insuring New Zealand for over 150 years, State had been in constant decline for the past three years. In the month before launch, State were losing 500 policies a week. Time for a total rebrand. Cool, but no one has time for insurance – especially insurance ads. So, we changed everything. Our tone, attitude, UX and our policies. We created insurance for too busy people. Because 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… Through a modular design system, we told one-to-one stories that spoke to the busiest individuals. Dynamic data fields and contextual insights ensured every piece of the campaign started a unique conversation with the right people, in the right moment, with the right message.

Script. Provide the full radio advert script in English.

Tuesday 30” Radio SFX: Tuesday. VO: Tuesday. Supposed to be better Monday. VO: Not better. Still busy. VO: Kid wake you. Feed kid. Water kid. Kid to school. VO: Nope. Kid sick. Kid to Grandma’s. VO: Now late. Find shortcut. VO: Meeeetttinggs. VO: Pick up kid. Pick up dinner. VO: Drop everything home. VO: Drop on couch now? VO: Nope. Pipe burst. VO: Water places water shouldn’t be. VO: State. Home and contents insurance for too busy lives. SFX: State “Angels” sting.


Supporting Webpage