Bingle relaunches brand with new campaign from The Monkeys with skydiving chimp

Bingle has become the latest insurer to relaunch its brand with a campaign from newly appointed agency The Monkeys using a chimp called Joni to demonstrate how easy it is to get a quote.

In the new spot a voiceover explains how easy it is to use the Bingle site, which will be demonstrated by Joni doing it in under 30 seconds, blindfolded, with one hand tied behind her back, whilst skydiving.

The campaign is based on the insight that most people do not enjoy researching and purchasing car insurance, and follows on from the first spot from the agency for the company which showed a crab getting a quote.

Bingle brand manager, Jasmine Hildebrand, said: “It’s great to see this campaign come to life and we’re thrilled to work with The Monkeys on repositioning the Bingle brand for people that have better things to do than worry about insurance.

“We wanted to challenge category conventions in a light-hearted way. We get insurance is boring so we’re here to make it as simple as possible because life is too short to waste on insurance. With The Monkeys’ strong digital and strategic offering, as well as their provocative and light-hearted creative, it’s very exciting to see the impact this campaign is already having on the brand.”

One of the brand’s biggest competitors, Budget Direct, launched a new brand positioning featuring Captain Risky at the start of the month, ditching the much-maligned aliens.

The Bingle spots were directed by Hamish Rothwell at Goodoil Films while Joni was created using computer graphics by The Mill, New York, based on a live-action actor in a process which took four months.

Rothwell said: “It’s not often you come across a script where you get to toss a chimp out of a plane. The trickiest part has been keeping the chimp realistic-looking. But that’s what The Mill does best, and we’re really happy with the way Joni has turned out.”

The campaign launch is supported by digital, press and out-of-home.


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