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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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Rokkan Puts The Russo Brothers in the Driver’s Seat For Cadillac Campaign



Continuing its string of disruptive work for the Cadillac brand, Rokkan has set a new bar with the launch of the Crew Ready, 3-row, XT6 SUV. In order to standout in the ever-crowded Lux-3 SUV segment, Rokkan collaborated with A-list, power-house directors The Russo Brothers and production company Bullitt. World famous superhero style with a twist defines the XT6 Crew Ready campaign and further defines the bold new direction of the Cadillac brand. Click here to view "Crew Ready."

The campaign is comprised of a dynamic series of films showing off the XT6’s spacious 3-row interior, sporty design and rich technology suite - cementing its status as the perfect SUV for every squad, fam, or posse. In essence, XT6 Crew Ready is a celebration of size and style – performance and presence told through a cast of crews. They are both heroic and familiar –modern, tech-forward and cut from every cloth. The campaign also features the bombastic track, “Welcome To The Party,” by Diplo. The track adds a commanding layer of energy to the films for a brand whose legacy in music is unmatched.

“Our team has continued to push the boundaries of what the world expects from a Cadillac, and this campaign continues that dynamic creative trajectory.” Said Brian Carley, CCO of Rokkan. “We set out to uproot the idea that a 3 row SUV has to be marketed in an expected and uniform way and The Russo Brothers were the perfect partners to do just that with Crew Ready.”

This new work is a prime example of Rokkan’s disruptive and culturally relevant approach as the 19 year-young creative shop does what it does best: push the boundaries with clients to make an impact—not just on their business, but on culture at large. Rokkan.com

Bullitt is a filmmakers’ collective and creative studio founded in collaboration with The Russo Brothers and Justin Lin. Combining the power of both entertainment and advertising, Bullitt harnesses the talent of innovative directors and other creators to forge experiences that connect to any desired audience. Brand supported films, AR and VR, and commercial campaigns, are just some of the projects to which Bullitt has developed, designed, and delivered, earning Cannes Lions and millions of eyeballs for its captivating and imaginative work. http://bullittbranded.com/


Client: Cadillac
Chief Marketing Officer: Deborah Wahl
Associate Director: Content Benjamin Haynes
Director / Product Marketing: Jason Sledziewski
Marketing Manager: Bob Benbow
Assistant Manager / Content: Rob Whitley
Marketing Coordinator: Lisa Redinger

Agency: Rokkan New York
Chief Creative Officer: Brian Carley
Chief Creative Officer: Bob Winter
Executive Creative Director: Alex Lea
VP / Group Creative Director: Bill Carlson
Creative Director: Austin Muncy
Creative Director: Rob Rooney
Campaign Photographer: Justin Jamison
Creative Operations: Hank Romero
Head of Production: Bruce Andreini
Executive Producer: Jenny Lee
EVP / Chief Client Officer, Matt Garcia
EVP / Global Client Lead, Paul Mareski
EVP / Director, Emily Shahady
Vice President, Group Account Director: Scott Durday
Account Supervisor: Amanda Koegler
Account Supervisor: Maggie Decker
Chief Strategy Officer: Nicolas Chidiac
Group Strategy Director: Steve Lampert
Strategist: Spice Walker
Associate Strategist: Emma Pindel

Production: Bullitt
Directors: The Russo Brothers
2nd Unit Director: Ari Costa
Executive Producer: Luke Ricci
Executive Producer/HOP: Jenni Sprunger
Executive Vice President, Sales & Development: Allison Amon
Producer: Jeremy Barrett
Director of Photography: Trent Opalach

Editorial: Final Cut
Editors: Crispin Struthers + James Rosen
Social Media Asset Editor: Geoff Hastings
Assistant Editors: Mike Radforth + Cutler Gray
Executive Producer: Sarah Roebuck
Head of Production: Penny Ensley

VFX: MPC
Executive Producer: Camila De Biaggi
Producer: Aiste Akelaityte
Production Coordinator: Stephen Dierks
VFX Supervisor: Rob Walker
2D Leads: Rob Walker, Bilali Mack, Tamir Sapir
2D Tean: Giulia Bartra, Esther Song, David Anger, Renato Carone, Lawrence Merrill, John Shafto, Julien Aucouturier, Thiago Porto, David Piombino, Hector Cabrera, Luis Artigas, Kataleah Cowham

Color: The Mill
Colorist: Mike Rossiter
Producer: Evan Bauer

Audio: Heard City
Sound Design + Mix: Phil Loeb
Executive Producer: Sasha Awn
Producer: Andi Lewis

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