Budget Direct’s bad dog continues wreaking havoc in retro game

Budget Direct has expanded upon its most recent campaign, that followed a misbehaving dog armed with a laser-sword, launching a mobile and online game with the intent of slicing through as many homes, gardens and streets as possible.

The retro, pixel-art-style game was developed by Brisbane digital agency, Romeo. Players are able to enter the running to win $10,000 in cash, as well as a series of daily gift card prizes.

Romeo’s co-founder, Oscar Nicholson, said the agency wanted to ensure it did justice to the 303 MullenLowe campaign.

“Our Pixel-art approach meant we could bring the Budget Direct Bad Dog campaign to life in a fun and accessible game format that you just can’t stop playing,” he said.

The game was developed to ensure the campaign resonated on every channel. At the same time, Budget Direct has launched a number of large-format billboards in partnership with Ooh Media.

The specially-built outdoor executions are appearing nationally, and show Butterscotch the dog tearing through the billboard with his sword.

Ooh Media chief sales officer, Tim Murphy, said: “Budget Direct really understands the power of out-of-home, and this highly creative campaign is ideally suited to the format. It also shows how the various media channel creative reinforce each other to drive audience engagement and deliver results to brands that are looking to make a real impact in their marketing.”

Jonathan Kerr, Budget Direct’s chief marketing and delivery officer, said the campaign has intended to lift the spirits of Australians.

“Our team is always looking to find new ways to drive engagement with our award-winning insurance products,” he said.

“It’s never been more crucial for Budget Direct to lift the spirits of Australians with our marketing, while we cut the cost on their insurance, and these campaign extensions are a great example of that.”

Budget Direct’s ‘Bad Dog’ launched in September


Budget Direct
Jonathan Kerr – Chief Marketing & Delivery Officer
Simon Smith – General Manager, Marketing and Platforms
Warren Marsh – General Manager, Marketing & Communications
Britney Nash – Digital & Graphic Designer
Jenny White – Marketing Manager
Stephen Hughes – Head of CRM
Courtney Hastings – Senior Manager, Group Media Buying
Karmen Wellington – Media Manager Group Media Buying

Rodney Chapman – Design Director
Sam Dale – Developer
Joel Garvey – Technical Director
Oscar Nicholson – Co-Founder
Gemma Boucher- – Business Director

Ooh Media
Hannah McKee- Creative Producer
Nathan Moon – National Head of Trading
Leanne Lakoumentas – Trading Director
Ally Foster – Group Sales Leader
Annika Schultz- Business Manager
Izzy Dalton – Campaign Executive


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