With more monsters in our head than under our beds, an insurance broker has brought our ‘worries and doubts’ monster to life and introduced it via our television screens.
Swinton Group has relaunched its insurance brand to the tune of £3.7 million. Developed with creative agency BJL, the multi-media campaign spans TV, press advertising, social media, direct mail, online display, Pay Per Click, and in-branch promotion.
A puppet is used to embody ‘nagging doubt’, which Swinton wants consumers to turn into ‘nothing-to-worry about’. The character, created by Hollywood special effects artist Robert Kurtzman, symbolises unguided buyers’ worries about their insurance - that they are not only often purchasing in haste but often solely on price instead of based on the appropriateness of the cover.
The campaign aims to get across the message of reassurance, showcasing the ways the relaunched insurance brand can help customers in their decision-making through readily-available support. The TV advert, which has already started airing, was directed by Julian Pugsley through Love Commercials.
“Our Nagging Doubt campaign brings to life the fears customers have of not really knowing what their insurance covers and communicates how Swinton will allay those fears,” said Swinton Group marketing director Anne Kirk. “As a broker working with a carefully-selected panel of insurers, and with 60 years’ expertise of guiding and supporting customers, we are uniquely positioned to help understand exactly what they’re getting when they buy a policy.”
Kirk continued: “It’s for this reason that we’ve invested £45 million in our technology and digital capability to support our customers wherever and whenever they need it. We aim to reassure customers that the insurance decisions which they’re making are right for them – helping to turn those nagging doubts into nothing-to-worry about.”
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