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

Related Articles

Just Published

3 hours ago

10 things agencies can do to end long hours

The long hours culture is created by things that are both in and out of an agency’s control. Here are some suggestions of what they can change.

3 hours ago

Five of the best ads from Campaign's Global ...

From Uber Eats to the New Zealand election, here is the work that puts Special Group at the top of the game.

4 hours ago

DDB reveals global 'Unexpected Works' repositioning

The global network revealed the new positioning on a billboard in a sheep farm in New Zealand.

4 hours ago

Cannes Lions 2021: Microsoft wins Creative Marketer ...

Award is given annually to an advertiser with a body of creative and Lion-winning work over a sustained period of time