Project Overview
The launch of a pet insurer brand with a difference - the 'anti-insurer insurer'. Unlike competitors Petinsurance.com.au was given a unique personality and brand identity.
Project Commissioner
Project Creator
Project Brief
Traffic was approached to launch a new brand in the pet insurance category, an industry with great untapped opportunities – in a country of 7.5 million household pets, there are only 280,000 pet insurance policies. The brand needed to be bought to market in an innovative way to differentiate from their competitors.
Project Innovation/Need
Lead by the brand essence, ‘Insurance as unique as your pet’, and shaped by the brand personality traits ‘witty, intuitive, charismatic and passionate’, Traffic developed a modern, friendly and light hearted brand identity and a humorous campaign that focuses on the ‘Pet Shaming’ trend.
The campaign shows the mischief pets get up to at home to demonstrate how each pet has unique quirks and therefore requires tailored insurance. The campaign educates the consumer on an often misunderstood industry in an appealing and relatable way and draws on the emotive and cheeky aspect of owning a pet.
Design Challenge
The policies available through Petinsurance.com.au offer something new to the market with a more tailored, more unique approach. In a highly competitive market, the brand needed to activate differently in order to stand out and communicate it's tailored offerings. The challenge was set to bring the brand to market for the 'pet lover' target market in an engaging way.
Effectiveness
The campaign shows the mischief pets get up to at home to demonstrate how each pet has unique quirks and therefore requires tailored insurance. The campaign was launched through a number of Virgin Velocity partnership platforms, digital, social media and Pay TV - a strategy that has entertained the viewer whilst imparting a valuable message about the importance of pet insurance and Petinsurance.com.au unique benefits.
The creative execution for the brand is a clear differentiator in a market flooded with 'cute' stock imagery and similar tone in the market.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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