The Insurance Solved platform continues in Budget Direct’s ongoing integrated campaign with 303 MullenLowe.
“Sergeant”, “Jacques” and “The Boss” return in the “Insurance Solved” saga with a high-speed trolley chase. A new advert dramatically shows what it’s like to choose a pushchair with a wobbly wheel and how the slightest tilt can make the pushchair feel like it’s running away from you – Budget Direct is there for its customers to help with any insurance concerns.
This new 45-second spot is the first in a new iteration of the live campaign, focusing on the key benefits and savings of Budget Direct’s award-winning insurance policies. televisionBVOD, cinema, OOH, radio, online and more.
“Insurance Solved” is still the tagline and positioning that was first launched in 2018.
Chief Development Officer of Budget Direct, Jonathan Kerr, says the brand chose to build on the ‘Insurance Solved’ platform due to strong consumer feedback and Budget Direct’s market-leading growth.
“Market research has confirmed that Australians love the cinematic exploits of ‘Serge and Jacques’ and are very fond of ‘Schiff’, Serge’s four-legged sidekick. This support is reflected in Budget Direct’s performance, so it’s an approach we wanted to replicate and further optimize.”
As for the “cinematic feats” Kerr talks about, the latest installment follows a customer whose trolley behaves particularly badly, bringing “Sergeant”, “Jacques” and “The Boss” onto the scene. The new campaign launches a new “audio branding device,” according to the Resonance team’s expertise.
Kerr continues, “We really enjoyed working with Resonance on our new sound signature. We wanted to capture the character and spirit of the thousands of people who represent Budget Direct, Australia’s most awarded insurer, in a very memorable way.”
Joanna Gray, managing director of 303, adds: “This is the first in a series of usually colorful spots where Budget Direct is doubling down on a commercially successful approach. The Insurance Solved platform has delivered consistent growth for Budget Direct for four years, we are proud of the longevity of the platform and look forward to continued success in the next part of this campaign.”