The Co-operators is going big with a new campaign that showcases life in miniatures.
Developed with creative agency Angry Butterfly, the campaign – launching Wednesday – is running nationally and aims to promote the insurer’s new quote-and-buy tool, which enables consumers to get a quote and buy insurance online in a matter of minutes. To do so, it employs electronic devices such as tablets, smartphones and laptops in miniature recreations of real-life scenes, acting as stand-ins for scene-appropriate objects such as a drive-in cinema screen, a pool, or a television.
It’s a visual trick that grabs the eye, which helps create breakthrough in a crowded category. It a concept the brand previously used last year in an effort to break away from the similar lifestyle-focused imagery prevalent in insurance.
“It was important for the idea to not only stand out, but also align back to the business objective,” says Cindy Wong, VP of marketing and communications for the insurer. “We are confident this campaign will drive the results we are looking for.”
The campaign, which consists of four different 15-second videos, showcases two storylines each for home and auto insurance in a “clutter-breaking” presentation, according to Sunita Raj, AVP of integrated marketing, planning and performance for Co-operators. “The attention to detail in every execution is a joy to watch over and over again.”
The work is the latest for the brand from Angry Butterfly, which has been working with Co-operators for several months across a number of its lines of business, including home and auto, commercial and business, life, wealth, group benefits, sponsorship and brand.
“It’s always a great opportunity for an agency to work with a challenger brand that wants to make its presence felt,” says Brent Choi, partner and CEO at Angry Butterfly. “As a cooperative, they have some great ambitions that make partnering with them a perfect fit for our team.”
The campaign will run in a mix of digital video and print in different regions across the country, depending on local regulations for financial ads, beginning March 22 and airing through spring.
Media was handled by Epitaph, while Noble Content handled the production.
