Budget Direct Insurance creates spokespuppet called Budsy in campaign from Cohort
Insurance firm Budget Direct Insurance Singapore has turned to a glove puppet called Budsy in a move it hopes will make the brand more engaging in a “cold and impersonal sector”.
The campaign, created by Cohort Communications, aims to tackle issues which confuse consumers such as middlemen fees, safe drivers subsidising risky motorists and industry jargon.
To front the work, Cohort devised what it described as a “charming, low-cost sock puppet” who acts as a “spokespuppet” for Budget Direct.
“For a long time, buying insurance has been made out to be complicated and hard.With Budget Direct Insurance we want to show Singaporeans how easy it is and how much people can save when they go direct,” said head of marketing for Auto and General Southeast Asia, Geoffrey Dickman.
“Introducing Budsy as the cheerful spokespuppet allows us to challenge the convention of how most Singaporeans buy their insurance. Within a relatively cold and impersonal category, we can be direct in our messaging in a way that is disruptive and engaging.”
The campaign also signals a “refreshing departure from the use of celebrities” the firm said.
A spokesperson for Cohort said: “It’s not often a client gives you the opportunity to subvert category conventions on behalf of a brand.”
The campaign includes print, online videos, PR and social media.
What category conventions are you subverting exactly? Puppets and toys in insurance advertising have been around for yonks. The clumsy and pointless introduction in every ad is a new one though. I’ll give you that. This is truly appalling. Facile and uninformative. The polar opposite of direct. It is advertising of the lowest order.
ReplyFinally a finance/insurance brand in Singapore that doesn’t promote endless meaningless tag lines about how great life is/images of old rich guys eating dim sum with their well-dressed children. Oddball but love where this is going.
Replyer…I’m with Jesus the Refugee rather than Sweet Jesus (who doesn’t seem all that sweet). Great ads – creative, quirky, funny and informative. It’s hard to get all that in an ad campaign. Keep them coming!
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