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
Linkedin
For the record, I think the aliens campaign is terrible, but it’s very hard to buy that story. They’ve just had their best year ever, so their response is to look for someone else? Really? Imagine telling your girlfriend you’ve had the best time ever and are deeply in love with her but want to “see if you can do even better”.
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Oh Kylie, you obviously haven’t worked in media for long. Companies do this all the time. They have a cracker of a campaign but decide against rebooking as they “want to do something else”
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There are clients that for whatever reason, love to shop their account around regularly. There is little or no loyalty to their agency.
It’s annoying but not much you can do about it.
And I agree with Kyle…the aliens don’t do it for me either. They’re a turn-off.
But if they’re making money hand over fist, what do I know!
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I have no idea why Budget Direct and their creative direction get so much coverage in the media press. Seems like there’s an article every other week. Surely there’s more interesting stuff out there to bring to this audience?
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It really goes to show there is no loyalty from some clients. The advertising industry busts it’s guts to make clients more profitable and we see this sort of repayment.
Looking at how Budget Direct thanks their current supplier for such a great outcome I for one wouldn’t allow our company to pitch.
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Agree with some of the comments above. Thought the aliens concept was cold and stupid. Much prefer the French girl Michelle even if the ads were campy.
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Their TVCs are simple and catchy, and they play the same ones over and over so they stick in your head.
The words “Smarter cheaper winner” don’t look overly special on paper but when said in a cute voice by a friendly looking alien, what’s not to like!? Well done to Budget Direct, I say.
Whatever it is that the general insurers are doing, it’s working (AAMI – Rhonda/Ketut, RACV – Jason, etc..). Miles ahead of the banks IMO.
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