IAG Creates Ads For People Who Don’t Have Time for Ads

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. That’s why you leave your insurance to the experts at State.

This week, State has re-launched with a modular campaign that speaks to busy individuals. But these people don’t have time for things that aren’t relatable, so Colenso BBDO has created a modular language and art direction system that allowed State to tell one-to-one stories.

By starting a conversation with the right people, in the right moment, with the right message, State has been able to cut the expected insurance jargon and showcase the value of insurance at relevant times of the day.

Says Maria Devereux, creative director, Colenso BBDO: “If you’re going to take the time to look at one of our ads, the least we can do is make it relevant to you.”

Colenso BBDO then applied this thinking to the media buy. Using dynamic data fields and contextual insights, every one of the 665 ads could be optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display.

Says Amanda Palenski, group business director, PHD: “A creative platform like this provides a great opportunity to marry messaging with media placement, using relevance and humour to really cut through – essential for a category such as insurance. We’ve had a lot of fun planning out this campaign with Colenso BBDO.”

Says Gabrielle Markwick-Brown, marketing manager, State: “There’s a lot of love for State, an iconic Kiwi brand, but life moves so fast now that sometimes insurance gets put in the too-hard basket. That’s why we wanted to connect with our customers and show that we get it – we’re busy people too – State is there for them when misfortune strikes but life doesn’t stop. It was important for us to be highly relevant whilst maintaining a unique identity, which the creative approach has allowed us to deliver on.”

Check out the State Friday and Too Busy Tuesday radio spots.