Ad Nut
Feb 2, 2017

Would you buy car insurance from a sockpuppet?

'Budsy', for Budget Direct Insurance by Co.hort Communications

In online parlance, a sockpuppet is a false identity created for purposes of deception. In this campaign, a sockpuppet is a friendly chap named Budsy who attempts to come across as trustworthy and make you laugh while convincing you to buy discount car insurance.

The campaign had a soft launch in January and continues through Q1 with print, online video, PR activation and social-media engagement.

Geoffrey Dickman, head of marketing for Auto and General, Southeast Asia:

Introducing Budsy as the cheerful spokespuppet for Budget Direct Insurance 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. 

Ad Nut is definitely not a sockpuppet. How could you even suggest such a thing?


Client: Budget Direct Insurance
Marketing Manager: Geoffrey Dickman
Agency: Co:hort Communications
Video Production: Qrious Lab

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