Coles Insurance tells Aussies to get back to ‘what really counts’

Coles Insurance has launched a new marketing campaign centred around a ‘what really counts’ positioning.

Created with TBWA\Melbourne and OMD, the campaign highlights how Coles Insurance can assist  customers, so they spend less time worrying about coverage and get back to the good things in life.

Central to the campaign is three TVCs demonstrating how Coles Car Insurance can help Aussies from all walks of life get back on the road quicker.

Several messages are conveyed across the campaign, including that 99% of car claims were approved over the past year, a one-week turnaround on the majority of repairs, and a lifetime guarantee on authorised repairs.

Coles CMO Lisa Ronson said the campaign extends the ‘Value the Australian Way’ brand strategy  across the Coles portfolio of services, including financial services products like Coles Insurance.

“This is a further demonstration of how Coles understands Australians by bringing solutions to life that enable them to focus on what they truly value.”

Coles head of marketing, Patrick Barbaro, said the new campaign was about moving away from Coles Insurance being associated with value and price alone, rather than the actual benefits of the product.

“We are really proud to launch the new Coles Insurance brand platform. For too long we have been associated with only value and price, and this campaign draws on the quality features and benefits of the product, which quite often are a nice surprise to Australians.” 

The campaign was directed by Brian Patto, and will roll out this week via TV, radio, print, digital and social, plus local POS activations in stores.


Client: Coles Insurance
Creative: TBWA\Melbourne
Media: OMD


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