Sophie Chen
Nov 8, 2013

Virgin Money uses funny home videos to sell insurance

SYDNEY - Virgin Money has come up with a new approach in selling its insurance policies by adopting a series of funny home videos in a new campaign for its Income Protection and Life insurances.

wide player in 16:9 format. Used on article page for Campaign.

Instead of the traditional ads, the company has initiated the new campaign, created by The Works, using humour to get people thinking about insurance in a different way.

The two TV spots will run nationally on TV and online.

The Income Protection spot (above) borrowed funny home videos featuring those embarrassing moments, to remind people to have their income protected for any possible accidents.

In the Life Insurance spot, Mike Gamms, a stand-up comedian, failed to get a laugh with his boring jokes and figuratively died on stage. Through his tragic ‘performance’ on YouTube, Virgin Money wanted to deliver a message that the brand provides life insurance for all types of people.

 

“Any thought about the prospect of sickness, injury or death in a family is not a pleasant one. Insurance providers often play to this, using fear or guilt to get people thinking about life insurance,” said Danielle Williams, general manager of marketing at Virgin Money. “We prefer to take a more positive approach, hoping to give people a smile and a more light-hearted reason to have the important conversation about protecting their families.”

CREDITS

Client Virgin Money
General manager of marketing Danielle Williams
Marketing manager Stephanie Pierce
Agency The Works
Creative partner Kevin Macmillan
Creative lead Nathan Bilton
Art director Leighton Edridge
Copywriter Kiriana Wheaton
Content producer Tristan Drummond
Creative project lead Leigh Bigelow
Creative project manager Cat Heaphy
Music ‘Leaves’ by Cheers Elephant
Footage Accident clips courtesy of Vin Di Bona Productions and Home Video Licensing and ‘Stand-up’ footage from Mike Gamms

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

5 hours ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

7 hours ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

7 hours ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.