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Budget Direct turns to TikTok with news of monsters lurking in Australian cities

Budget Direct’s sci-fi themed marketing is coming to TikTok, with local creators banding together for ‘BD TV’ and reporting on sightings of giant monsters lurking in Australian cities.

Playing out on the content platform, the Budget Direct news team reveals the opportunity for Australians to win $5,000 dollars by visiting real-world murals depicting a giant lizard fighting a robot and creating a TikTok crying out of the brand to save them.

The social campaign takes inspiration from the latest adventure of Budget Direct’s Sarge and Jac, helping unwitting drivers caught in the cross fire of the giant lizard and robot’s battle.

The ad from 303 MullenLowe was the latest instalment in Budget Direct’s ongoing ‘Insurance Solved’ campaign, which has detectives Sarge and Jac encounter mystical events that cause customers to urgently need insurance.

The TikTok extension will see the cinematic apocalyptic event brought to life, with the second phase of the campaign utilising the platform’s duet function so that Budget Direct’s on-the-ground reporters can keep users up-to-date with chaos broadcast by other creators, such as babies towering over their toys and dogs dressed up as monsters.

The campaign is aiming to draw a new demographic of consumers to the insurer and increase its brand preference.

“We were excited to partner with TikTok to leverage our Monster Mash TVC and Outdoor executions in an innovative, fun and satirical way, in order to be relevant to TikTok’s fast growing and important community. It’s been a blast working with the awesome TikTok team to bring this idea and campaign to life, and we hope the community will have just as much fun interacting with it,” said Budget Direct chief marketing and delivery officer, Jonathan Kerr.

TikTok creators involved include DB TV host Ash Magic, and Alex The Lion, Jeff Van De Zant, Scott Boersen and Bridey Drake as the reporters.

#SaveMeBudgetDirect will roll-out across TikTok’s top view, banners and in-feed advertisements to drive engagement with the audience.

TikTok general manager of global business solutions, Brett Armstrong, said: “TikTok is all about embracing your creative side by thinking outside of the box and sharing original and authentic content that spreads joy and positivity.

“[Jonathan Kerr] and the team at Budget Direct are world-class marketers, and I have so much admiration for their brand and bold vision. The team really understands the power of engaging with audiences in unique and creative ways and we’re incredibly excited to be working with Budget Direct, the first Australian insurance brand to partner with us.”

Credits

Budget Direct
Chief Marketing & Delivery Officer: Jonathan Kerr
General Manager – Brand & Media Marketing: Warren Marsh
Marketing Manager – New Customer Acquisition: Katie Lansdale
Senior Manager Group Media Buying: Courtney Hastings
Digital & Graphic Design Specialist: Britney Nash
Digital & Content Designer: Tony Ranieri
Designer – Interactive and Video: Andy Hsu

TikTok
General Manager – Global Business Solutions: Brett Armstrong
Head of Partnerships: Elisa Kelsall
Creative Strategist: Oliver Perry
Client Partner: Dylan Rushton
Designer and Producer: Richard Stevens
Customer Solutions Manager: Kevin Kim
Ad Operations: Tanya Ruan

Murals
Black Raven Media

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