What it had to solve
Extend the long-running Insurance Solved platform with a new instalment that keeps the brand and its most award-winning products top of mind while entertaining Australia.
How it works
'Blown Away' went live in January 2023 across TV, BVOD, cinema, OOH, radio and online, with production by Goodoil (directors Daniel Kleinman and Dave Wood), Limehouse, Blockhead VFX and Sonar Music under 303 MullenLowe ECDs Bart Pawlak and Adam Whitehead.
What it did
Ran nationally across TV, BVOD, cinema, OOH, radio and online; it coincided with Budget Direct taking Canstar's 2023 Insurer of the Year — two years in a row — and a sixth consecutive year as Money Magazine's Insurer of the Year.
Background
In January 2023, Budget Direct launched 'Blown Away', the second instalment of a new series within its long-running Insurance Solved campaign by 303 MullenLowe. The spot features campaign mainstays 'Sarge', 'Jacs' and 'Chief' explaining the benefits of the insurer's award-winning products while dealing with the leaf-blower-induced tornado of an over-zealous weekend gardener.
303 MullenLowe executive creative director Bart Pawlak said Budget Direct has always appreciated the importance of entertaining Australia while delivering news about tangible solutions to insurance conundrums, with production partners Goodoil, Rattling Stick, Blockhead and Sonar Music creating stories that thrill. Daniel Kleinman and Dave Wood directed through Goodoil, with VFX by Blockhead and music by Sonar Music.
The launch doubled as news delivery: Jonathan Kerr, Budget Direct's chief growth officer, announced the insurer had taken Canstar's 2023 Insurer of the Year — its second year in a row with the top award and its sixth consecutive year as Money Magazine's Insurer of the Year. 'Blown Away' ran across TV, BVOD, cinema, OOH, radio and online.
Why it lands
The Insurance Solved platform had proven itself at keeping the brand top of mind, so a second series instalment extended a working asset.
Award announcements are dry; wrapping them in physical comedy made the news entertaining enough to watch voluntarily.
Recurring characters Sarge, Jacs and Chief gave the brand familiar faces, lowering the cost of attention for each new instalment.
Australia's insurance shoppers were hunting for value, so the campaign timed proof of award-winning quality with the seasonal message.
What you can take
A durable campaign platform earns its keep by absorbing news: the same three characters can carry an award announcement if the situation around them is absurd enough.
Since then
'Blown Away' ran through 2023 across TV, BVOD, cinema, OOH, radio and online as part of the Insurance Solved platform, which continued as Budget Direct's lead brand vehicle.
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