Our task was to create a distinctive brand campaign that would stand out in a cluttered marketplace, create emotional affinity and dramatize CompareNI’s USP, i.e. that it gets quotes from both Northern Ireland and the UK mainland. Oh, and to do that on a very modest budget.
We created a TV ad in which an animated local fisherman ‘fishes’ for the best insurance quotes and ‘nets’ the best deals from both sides of the Irish Sea. Seafaring music, together with Rod’s catchphrase, ‘We’ll float your boat with a really cheap quote’ ensured maximum standout and likeability.
In the first week of the campaign, web hits and quote volumes rose substantially, leading to user numbers growing by 28%. The campaign has also been rolled out to radio, outdoor and digital channels, including website, youtube and facebook. The client view: ‘It has proved very successful for us’.