| Title | FRIDAY |
| Brand | STATE |
| Product / Service | STATE INSURANCE |
| Category | A09. Consumer Services / Business to Business |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
| Media Placement | PHD Auckland, NEW ZEALAND |
| Production | THE JACKY WINTER GROUP Melbourne, AUSTRALIA |
| 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 |
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.
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.
Friday 30” Radio SFX: Friday VO: Friday. Wait all week for Friday. VO: TGIF, etc. VO: Friday is fun. VO: Well… Fun-ish. Still too busy. VO: Still have places to be. Still have things to do. VO: Traffic still bad. Meetings still over lunch. People still annoying. VO: Too busy. VO: Busy planning weekend actual fun. VO: Busy dreaming about sleep-in Saturday. VO: Damn. Backed car into other car. VO: Too busy. VO: State. Car insurance for too busy lives. SFX: State “Angels” sting.