Budget Direct has ‘absolutely no idea’ if aliens campaign will continue following pitch

Budget Direct is unsure if audiences will see more or less of its aliens in the new financial year despite claims the campaign has contributed to the insurer’s most successful year ever.

Speaking to Mumbrella, Budget Direct director of marketing and digital Jonathan Kerr said:  “We’ve just finished our financial year and it’s the most successful year in the company’s history. We’ve really smashed all of our targets and part of that journey this year was the brand refresh and the aliens campaign that’s obviously been part of the success.”

In August last year, the brand refreshed its logo and swapped out its campaign fronted by the French accented Michelle and her older partner Michael for animated aliens Zeek and Zia.

However, last month, less than a year since the aliens campaign launched, it was reported the brand’s creative advertising account is out for pitch, casting the aliens future in doubt.  The Brisbane-based insurer currently works with animation house Liquid Animation, also based in Brisbane.

“At Budget Direct, we never rest on our laurels and what we’ve always been striving to do is ‘can we do even better’. That’s what the pitch process is all about. We have absolutely no idea yet if you’ll see more aliens or less aliens, it’s just about better connecting with the customers and once again, trying to stay ahead of the competition in the way we differentiate ourselves,” Kerr said.

While Kerr declined to share sales figures for the recent financial year, he suggested sales numbers go “hand in hand” with awards the company has picked up.

“The campaign was always designed to be impactful and memorable and noticeable and different,” he said. “You judge the performance of the campaign on many different levels. It was certainly talked about a great deal and one of the key aspects we judge it on is sales growth, and we’ve had our best year ever.

“It goes hand in hand with winning the outstanding value car insurance award eight years in a row this year, winning the award for best car insurance website, the award for happiest home, content and car insurance customers. It’s a complete package. The aliens campaign cuts through and is really a good vehicle for getting people to pay attention to what we’ve got on offer. It’s been very successful in that way.”

The aliens are still appearing on TV, with the latest campaign focusing on the numerous awards the insurer has picked up.

Miranda Ward


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