Marketing ‘characters’ must not overshadow brand message warns Budget Direct marketer
The marketing boss of Budget Direct has warned that characters created to front advertising campaigns must not be allowed to overshadow the brand itself as the insurance firm continues to roll out its Captain Risky marketing push.
Jonathan Kerr, director of marketing and digital, stressed the need to “strike a balance” between the character, brand and platform and ensure the key marketing message is not lost amid the desire to create a memorable central theme.
Captain Risky, a reckless, incompetent daredevil, was introduced by Budget Direct at the start of the year – to mixed reviews – to replace the aliens which had fronted the brand since 2012.
Saw this ad last night was waiting for camera to feature the bearded twin brother driving the car – whoops that’s the other insurance company….
What is with 70’s “hipsters” and insurance companies….
it might sound stupid but can they show the aftermath of his stunts he does, like how he survives. then i might call him evil kinevil!
I get it. You’re cheap. But so are all of your competitors apparently. I still forget which one Cap Risky belongs to and I don’t care, cause his link to an insurance company is so tenuous and forced
I am thoroughly enjoying this campaign. Keep it up.
I’d like to see Captain Risky respond to his fans on Facebook, or heavens forbid even answer a question.
Worst campaign ever. Tries too hard and is excruciating. I deliberately avoid this brand because of it.
Surely ‘Major Risk’ has a better idea and brand benefit-centric ring to it??