Honey Insurance builds upside-down house to shake the home insurance market
Honey Insurance has launched Honey House, a upside-down house project built at Sydney’s Circular Quay, as a part of its first major brand campaign.
The announcement:
Industry newcomer Honey Insurance has launched its first major brand campaign Honey House, a 60-foot square metre, 8.5 tonne interactive experience in Circular Quay, with the ambition of turning the insurance industry on its head and changing the negative sentiment many Australians hold when it comes to insurance.
Created in collaboration with Alchemy Construct, Flying Ruby Events and interior designer Emma Deleany, Honey House, offers an immersive and existing space to showcase how the brand is literally, turning insurance on its head, while drawing attention to areas at home that are most at risk of claims.
The multi-sensory immersive experience features seven brightly coloured plush rooms filled suspended furniture, mirrored optical illusions, and modified household items for viewers to use as their personal content studio. Visitors are encouraged to visit the free activation in Circular Quay and experiment with Honey’s inverted photo and video filter specially developed by Unbnd to enhance the brand experience and maximise the opportunity increased social sharing.
During the experience, visitors will be pointed to key statics related to claims in the home from recent research Honey has conducted with YouGov, which revealed Aussies made $4.9 billion worth of home insurance claims last year, with the average home insurance claim costs $1000 out-of-pocket.
On a mission to bring the insurance industry out of the dark ages, Honey’s approach emphasises the use of technology to eliminate 50 per cent of all avoidable accidents that happen in the home and then rewarding customers for keeping their homes safer in the form of an 8 per cent discount on their yearly premium
“Honey invests in our customers upfront to protect them with technology, which we feel is just as important as helping with a claim. We want to show Australians how smart technology can reduce risk in their lives and also blow them away with ease of use. Honey is making home insurance as easy as ordering an Uber or finding a show on Netflix,” said Honey founder and CEO Richard Joffe.
According to Honey House interior designer Emma Deleany, having most of the furniture suspended on the roof allows the user to see more clearly into obscure places that might need to have sensors. “The design process for Honey House came from looking at the brand ethos and building an interior space that would reflect this in a futuristic and conceptual way while remaining fun, youthful, and stylish,” Deleany said.
The Honey House had a successful launch in Sydney with over 2 500 people coming through the house at the Overseas Passenger Terminal and will launch in Brisbane on the 15th May at King George Square before heading to Melbourne.
Source: Honey Insurance
