Captain Risky here to stay as Budget Direct aims to show why it is ‘better’ than competitors
Budget Direct ditched its aliens campaign in favour of its new Captain Risky character as it aims to communicate why it is “better” than its competitors, its director of marketing and digital Jonathan Kerr told Mumbrella.
The insurer pitched its creative account in June last year with Budget Direct saying at the time it was looking to expand upon the success of the aliens Zeek and Zia, with 303Lowe appointed last August.
“The aliens campaign delivered us a hugely successful year of sales growth,” Kerr said. “We felt that though it delivered a great deal of sales growth for us we didn’t feel it communicated why Budget Direct is better and different.”
The aliens work because they’re distinctive… not different. Easily associated with the Budget Direct brand and the name says all you need to say about the type of insurance it offers..
With more than a nod to that legend Ken Carter and his attempt to a jump a rocket-powered car over the Saint Lawrence River brilliantly told in the doco “The Devil at your Heels” ….
Brilliant.
Love it.
And from the hallways of STW Group, sounds like many others do too.
Why? Love or hate the boojay boojay it had secured some kind of space in the category – the move to aliens bemused me, this just seems mad as the client will have to spend oodles of money to get back to what they had.
Good luck but see some smart operator coming in with budget insurance using the tagline boojay boojay
Saw the extended version at the movies and loved it. Couldn’t remember who it was for though until I saw this post…
IT’S ok CREATIVE but won’t work at the box office IMHO – a bit like unWorry didn’t work for NRMA
Let’s kik it rip it woh
So, judging by those comments, they are different to other insurers because they don’t insure high-risk individuals?
Firstly, I’m sure they would given the astronomical premium and secondly, I’m sure all insurers have a similar mindset when it comes to high-risk.
So not that different at all. Agree with a product like this (where most competitors are basically the same) you need creative that cuts through (and Boojay Boojay did) and can be recalled.
Am fine with the US accent and get the link to the stuntman but feel they should have made him more cliche clean cut all-american looking, as I feel with the locations (obviously Australian) and setting he looks like he’d be Australian
Saw the ad in the cinema. Nobody laughed. Awkward silence. Couldn’t remember who it was for until I read this article. Although my 6 year old loved it. So if that’s the target market then Boojay Boojay are onto a winner.
I love it it’s fab
Let’s kick it and rip it. I like it
“There’s an old adage – it’s not the number of spots you run but the impression you make that counts” Exactly, I can’t stress this enough. Reach 1 person with a multimillion dollar ad and they are bound to buy your product. It sure beats reaching 1,000,000 people with a well branded ad.