Intact Insurance is using cinematic storytelling to show how it can help customers manouevre through real-life emergencies.

The 360 effort is significant in that it marks “a new chapter” for the brand, says Marie-Pierre Leclerc, Intact’s VP of marketing, customer experience and insights.

Conceived and executed with Cossette, the campaign features a 30-second hero video and three 15-second shorts that zero in on the homeownership concerns of fire, flooding and robbery. The voice-over dialogue was hand-picked then transcribed from the thousands of calls that Intact receives each day.

“We see that the campaigns and advertising that touch on more human stories, human insight, tend to perform better as they’re more relatable and, as a result, more memorable,” Leclerc tells strategy. “We think that by leveraging real human stories, based on real events like this, that we create that connection we’re looking for with the audience.”

Intact is employing targeted initiatives within age groups and regions to connect to specific segments within the 18-to-49 demographic. Leclerc says brand-link, brand-recall and message-understanding KPIs were used to feed the creative strategy.

The brand’s trademark brackets logo has also been made primarily red again after recent colour-swapping experiments didn’t take.

“We’re going back to the roots and we’re confident that this is going to help us grow recognition across the different markets,” Leclerc says of the latest step in the evolution of Intact’s core visual asset. “It’s a Canadian colour. We want to represent the fact that we’re protecting Canadians from coast to coast.”

PHD Media handled media planning and buying for the campaign that also includes bus-shelter and subway OOH and a major digital-media expansion.