‘Memories are built into cars’: Paper Moose launches first work for Rollin’ Insurance
Indie agency Paper Moose has developed a new brand platform for car insurer Rollin centred around the idea of “getting out of the way” so customers can “get on with life”.
‘Here For The Ride’ highlights the simplicity of Rollin car insurance in what can be an overcomplicated category. The hero film features authentic human moments in cars, from road trips, office meetings, to drive through dates.
“A vehicle is quite often people’s castles these days, so we wanted to have something that really revolved around the car,” Nick Hunter, CEO of Paper Moose, told Mumbrella. “All of the scenes are people just living – because its so important to see that relatability.”
Connecting with the challenger brand’s niche of 20-40 year-old “early adopters” — whether that be new car owners or people open to new technologies — the campaign aims for a modern yet nostaligic feel.
“It’s all about heroing the customer in a lot of ways, but doing it in a way that’s quite subtle, placing the brand in those scenes,” Hunter said.
“The key thing was about reinforcing that we are there for the customers, that we’re the people’s champion, and we’re going to try and get out of the way, sort out the insurance for you, so you don’t have to think about it.
“A car has so much importance in people’s lives, they’ve got emotional connections with their cars and memories are built into their cars, so that’s what we’re trying to leverage.”
Hunter said the experience working with Rollin’ was “one of the best client experiences [he’s] had” – the marketing team were collaborative and trusting, and they worked hand-in-hand effectively with the agency.
“It was an incredible experience… The chemistry was really good and they had an understanding of the making side of things, they understood our experience and what we’re doing, they trusted us and were there for the ride as well,” he said.
“Even the pitch, it was really well run and it was quite clear early on that there was some really nice synergies there.”
Strategy, creative, and all production were all executed in-house at Paper Moose, including the original soundtrack, made by in-house composer Caleb Jacobs.
“One key things is that previously, the brand had felt a little bit American, and so we wanted to bring it into more of an Australian vibe,” Hunter said. “But still wanted to honour the hip-hop roots of some of the music that’s been used in the past.
“So [the track] is kind of modernising it and making it a bit more Australian.”
Annabel Causer, head of marketing at Rollin’, said in a media release on Tuesday: “We’re so happy with ‘Here For The Ride’. Like ROLLiN’, it felt like Paper Moose used every tool at their disposal to remove complication and really bring the brand’s values to life.”
The campaign is live across DOOH, SVOD, Spotify, radio, and social channels.
Credits:
Client: ROLLiN’
Head of Marketing: Annabel Causer
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Creative Director: Jeremy Willmott
Head of Strategy: Annabelle Rogers
Senior Art Director: Claire Sutton
Senior Copywriter: Jazz Twemlow
Design Lead: Kenn Huan
Strategist: Annabelle Rogers
Head of Client Services: Brad Bennett
Account Manager: Hannah Maher
Producer: Olivia Jeavons
Production: Paper Moose
Director of Photography: Lucca Barone-Peters
Photographer: Milos Mlynarik
1st AD: Olivia Jeavons
Production Designer: Annika Kumar
Stylist: Vanessa Bush
Makeup and Hair: Amanda Rieck
Production Assistant: Isabella Hile
Editor: Oliver Trauth-Goik
Motion Designers: Bel Giles & Lee Evans
Stills Retoucher: Milos Mlynarik
Colourist: Daniel Pardy
Original Music and Sound: Caleb Jacobs
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