It's colourful. It's humorous. You can't help but look. It's the new outdoor and digital campaign by Arnold Furnace for their new client, InsureandGo.
“No-one gets excited about buying online travel insurance.” Tom Spicer, Executive Creative Director, Arnold Furnace, had a big job for his new client, InsureandGo. “By the time they get round to it they’ve usually got one foot in the sand and already dreaming about how great their trip’s going to be. This work acknowledges that the holiday is king - the insurance just a means to have more freedom when you’re on it. It’s a more honest approach and one that will resonate with consumers all the more for it.”
“Online Travel Insurance is a heavily congested, retail-centric sector. We wanted to launch with something more aspirational that would appeal to travellers on both a brand and a product level,” he added.
InsureandGo provide travel insurance that is both comprehensive and cheap, under the mantra, a passion for travel. The new campaign features a series of travel shots where the retail messaging is built in to the scene. The aim was to align the brand with a holiday's sense of escape and freedom.
“Our brief was simple, we didn’t want to focus on the “If you get caught without cover you will have to sell your house to pay for medical bills”. Travellers know this, that’s why they buy insurance. We wanted to appeal to the traveller within us with beautiful images and strong, positive messages that engage the Australian consumer,” said Jonathan Etkind, E-Commerce Manager, InsureandGo.
Arnold Furnace Creative directors were Tom Spicer (also a writer) and Paul Fenton. Writer/art directors were were Andrew Town and Laurie Ingram. Producer was Chris Hulsman, type and design were by Toby & Pete.