belairdirect gets musical with new ad campaign

Insurer continues its storytelling-driven approach to marketing

belairdirect gets musical with new ad campaign

Insurance News

By Lyle Adriano

Another “cinematic” advertising campaign by belairdirect has launched – but this time, the insurer has taken cues from Broadway.

The new campaign, titled “The Gangs,” starts with a scene wherein two street gangs have challenged each other to a dance-off. Suddenly, a car speeds into the scene, narrowly missing the dancers and driving into a house. What follows is a humorous exchange between the driver, the dancers, and the affected homeowner about belairdirect’s forgiveness products.

belairdirect’s Home Claim Forgiveness and Accident Forgiveness programs ensure that customers’ insurance premiums will not increase due to their first at-fault accident.

A release said that the new campaign builds on the success of a storytelling-driven approach to ad campaigns. belairdirect has been producing TV spots and ads with the same engaging approach since last year.

“We had a lot of fun producing belairdirect’s latest campaign. With the success of our storytelling platform, our ad creates ‘ah-ha’ moments for the audience,” said belairdirect vice-president of marketing and digital strategy Humberto Valencia. “Proving to resonate with customers, this campaign continues on with an amusing moment without being overly promotional.”

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