Created by Core, the new campaign will run across TV, Radio, and Digital. The creative platform 'Insurance Therapy' resolves around the understanding of consumers’ one-sided relationship with insurance and a perceived lack of fairness. The ads bring this to life in a humorous way through the lens of a couple at a counselling session in order to prompt consumers to consider switching their insurance to a better alternative.
The OUTbonus is a fundamentally new concept for Irish insurance customers. With customers always paying in, it’s time for customers to get something out with OUTsurance who highlight the potential to earn 10% of their insurance premiums when they have not made a claim.
With over 25 years of insurance experience and having developed a trusted reputation in South Africa and Australia, the campaign also serves as a means of introducing the OUTsurance brand to the Irish public. With over 2 million customers in South Africa and Australia, OUTsurance is hiring 300 people in Dublin over the next three years as part of an overall investment programme of €160 million.
Commenting on the campaign, OUTsurance Ireland’s CMO Ian Kennedy said: “As a new entrant in a highly competitive sector, we need to build brand memory and capture the public’s attention quickly with a distinctive and enduring creative platform.
“By its nature, the OUTsurance brand and our OUTbonus proposition (10% cashback on premiums), is refreshing, different, and distinctive. We want our creative platform to represent these elements in an entertaining and energetic way, while also working as an active instruction for Irish public to review their current insurance policy and consider switching to a better alternative.
“Irish consumers always pay IN when it comes to their insurance, so why shouldn’t they always get something OUT with OUTsurance.”