The Woolworths Insurance business has been rebranded to Everyday Insurance, launching via an integrated campaign created by M&C Saatchi Group and under the new Everyday brand platform – Make Everyday Count.
Everyday is a collection of businesses launched by Woolworths Group designed “to help customers and members enjoy a little more everyday through more value, more rewards and with the launch of Everyday Insurance more ways to protect the things you love,” the brand said in a release.
While the insurance category leans heavily into focusing on disaster in their marketing activity, the new campaign for Everyday Insurance heroes ‘everyday moments’.
“With the rebrand of Woolworths Insurance to Everyday Insurance, we’ve taken the opportunity to lean into what makes us different, whilst also addressing a common consumer pain point – Insurance is a product that people pay for, and hope to not need,” said Michael Laxton, Director, Everyday Brand & Marketing.
https://www.youtube.com/watch?v=Hnt6f7AYcY4
Shelley Parsons Executive Creative Director M&C Saatchi added: “While other insurers typically focus on disaster, we looked to everyday Aussies and the things they care about for this campaign. By dramatising how with Everyday Insurance you get rewarded for ‘making everyday count,’ we were able to demonstrate that Everyday Insurance provides everyday benefits beyond just great quality cover.”
The multi-channel strategy includes 5x 30” films, social, digital, OOH as well as being amplified through the broad Woolworths Group ecosystem.
https://www.youtube.com/watch?v=oBO0JGl9g0o
https://www.youtube.com/watch?v=4jTjs6DBBe8
https://www.youtube.com/watch?v=s9FjkLQ1rvQ
Credits
Client: Everyday Insurance / Woolworths Group
Chief Marketing Officer: Andrew Hicks
Director, Everyday Brand & Marketing: Michael Laxton
Head of Marketing: Claire Knight
Creative Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Shelley Parsons
Creative Director & Copywriter: Andy McKeon
Art Director: Chris Andrawes
Copywriter: Lauren Mathieson
Senior Producer: Karen Muxworthy
General Manager: Lisa Milner
Group Account Director: Lauren Trace
Senior Account Manager: Elaine Pow
Strategy Director: Cherie Reuben
Production Company: Revolver
Director: Matt Devine
Editorial: The Editors
Post Production: RES
Music: MassiveMusic
Sound Design: Abby Sie, MassiveMusic
Media Agency: Dentsu
