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Home / Twelve Challenges Perceptions of Insurance Marketing with New Co-Op Insurance Campaign: ‘For Life’s Adventures’

Twelve Challenges Perceptions of Insurance Marketing with New Co-Op Insurance Campaign: ‘For Life’s Adventures’



Co-op Insurance has launched a social media brand campaign created in partnership with award-winning creative agency, PSONA Twelve, titled ‘For Life’s Adventures’.

The campaign was designed to challenge the existing negative tone of many insurance adverts and instead celebrates the wonderful, positive adventures in life that insurance enables us to do.

The centrepiece of the advert is a unique branded podium featuring a button labelled ‘press for adventure’. The adverts show curious pedestrians walking towards the flashing sign before receiving cards with a suggested adventure on it: a little girl is encouraged to give a+ gift, a woman dances with a hula hoop, and a holiday-goer is challenged to pack a suitcase as quickly as possible.

The work advertises Co-op Insurance’s full range of services including Travel, Car, Pet, Life and Home, each scenario reflecting that the company is there to take care of customers as they embark on their life’s adventures, big and small.

Neame Ingram, Creative Director at PSONA Twelve, said: “When it comes to insurance, most brands typically sell it on price, prangs and peace of mind. We wanted to take a different approach that brought people’s minds back to fun and away from seeing buying insurance as mundane or complex.”

Chris Twigg, Head of Digital added: “We wanted PSONA Twelve to deliver a campaign that fit with the persona and voice of the wider Co-op Group: friendly, helpful, and community-focused. Their work has achieved this brilliantly and illustrates that insurance doesn’t have to be something to be afraid of.”

The campaign launches on the 18th April for one month across social media (Facebook, Twitter and Instagram Stories).

The podium that has been created will also be used at events throughout the UK, allowing Co-op Insurance to maximise value of the campaign.

Credits:
Title/Project: Co-op Insurance: For Life’s Adventures
Agency: Psona Twelve / Twelve
Agency contact: Kate Knight
Agency contact job title: Group Account Director
Client name: Debbie Aspery
Client job title: Social Media & SEO Specialist

Client name: Anna Morley
Client job title: Digital Engagement Lead
Creative Director: Neame Ingram
Creative team: Dave Paul & Natascha Davis
Planner / CSU director: Pierce Calnan
Exposure: Facebook, Twitter, Instagram

About Co-op Insurance:
Co-op Insurance is part of the Co-op, one of the world’s largest consumer co-ops, owned by millions of members. Alongside Co-op Insurance, we have the UK’s fifth biggest food retailer, the UK’s number one funeral services provider, and a developing legal services business.
As well as having clear financial and operational objectives, the Co-op is a recognised leader for its social goals and community-led programmes.

About Twelve:
It’s in our people and our work.
People who do more: experts in every area, whose energy and ideas spill into every other area.
Work that works harder: advertising that creates action, experiential that makes headlines, shopper that builds brands, B2B that touches people and social that sells. Ideas that do a lot, sometimes with not a lot: without huge budgets or lots of time. We think that matters, especially now.
For more information go to: https://www.twelve.agency/

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Samsung Campaign Showcases Apollo 11 Documentary to Launch Global QLED 8K TV



Samsung has today announced the launch of its global “TV Is Making History Again” campaign to celebrate the newly released QLED 8K TV, created in partnership with adam&eveNYC

The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago. A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world. This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full color, on the new Samsung QLED 8K TV.

As part of the campaign, Samsung has partnered with Statement Films and CNN on the “Apollo 11” documentary. This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters. As part of the partnership, the :60 spot will also air within CNN’s broadcast premiere of the documentary.

“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America. “As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”

David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before . Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”

In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly, and a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.


Credits

Client: Samsung
Brand: Consumer Electronics
Project name: QLED 8K

Clients:
Jesse Coulter, CCO
Grace Dolan, VP of Marketing, Demand Generation
Brian Choi, Director of Marketing, Demand Generation
Nicole Murakami, Marketing Manager

Chief Creative Officer: Richard Brim
Executive Creative Directors: David Brown, Daniel Bonder
Associate Creative Directors: Jordy Molloy, Toby Kennedy
Head of Design: Mitch Horton

Agency Head of Production: Victoria Bennett
Agency Associate Producer: Erica Serio
Digital Production: Sion Prys

Group Strategy Director: Stuart Harrison
Comms Strategy Director: Lindsay Orosco

Managing Director: James Rowe
Group Account Director: Lily Waters
Account Supervisor: Erin Brogan

Media agency: Starcom

Production company: Pulse Films
Global President: Davud Karbassioun
Producer: George Saunders
Director: James Marsh
D.O.P: Alwin Küchler

Editing Company: Work Editorial
Editor: Neil Smith
Post Production: The Mill
Post Producer: Luis Martin
VFX Supervisor: Kshitij Khanna
2D Artist: Krissy Nordella
Colorist: Fergus McCall

Composer: Benjamin Wallfisch
Music Supervision & Licensing: North America - R 3 D Music (ASCAP), Global Du Vinage Publishing Ltd. (PRS)
Audio Post Production: Wave Studios
Sound Design: Aaron Reynolds


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