The Jupiter Drawing Room (Cape Town) has launched a new campaign for short-term insurance company, Budget Insurance.
The agency was briefed to develop a fresh and exciting new brand campaign that builds on the success of Budget's previous 'Low is Good' campaign.
Budget Insurance provides a variety of insurance products, including car, home, business and life insurance. It is a substantial player in the short-term insurance industry and its value proposition is inherent to its brand name.
The campaign is rooted in the insight that everyone needs to budget carefully, especially in the current economic climate. The ads offer useful budget tips, helping consumers save money in other ways, over and above the low, low insurance premiums that Budget Insurance offers.
"The new campaign positions Budget Insurance as a responsible and dependable brand, which adds value to consumer's lives. We have no doubt that this campaign will continue to grow the brand which, since its launch over a decade ago, has captured the attention of thousands of budget conscious South Africans," says Carl Louw, executive head of marketing for Budget Insurance.
Jupiter creative director, Jonathan Beggs, wanted to create a campaign that would actually help South Africans find ways to meet the budget in the face of rising costs, in a way that was charming and fun.
The solution was to wrap up some useful budget-saving tips with a sweet song and some phenomenal mixed-media and stop motion and 3D animation courtesy of AmICollective and Mimesis. All characters are handmade puppets, a technical and innovative production process.
The campaign launched on 6 January 2014 and will run for most of the year. The campaign includes TV, online, print, and outdoor elements, as well as the launch of Budget Insurance's Facebook and Twitter platforms.
- Creative team - The Jupiter Drawing Room (Cape Town): Lucas Van Vuuren and Jonathan Warncke
- Illustration and animation: Am I Collective and Mimesis