Insurance brands NRMA, SGIC and SGIO launch loyalty-themed ads
Insurance Australia Group is launching a loyalty-themed ad campaign for its insurance brands NRMA Insurance in New South Wales, SGIC in South Australia and SGIO in West Australia.
The TV ad, created by Human, starts the real life couple 90-year-old Vic and 87-year-old Doreen. They say that after 70 years of marriage, they are still more in love than ever.
The creative aims to highlight the fact that NRMA, SGIC and SGIO Insurance offer discounts based on the customer’s years of insurance.
The campaign, which will run until the end of June, also encompasses radio, press, digital and outdoor.
A “switch & win” sales promotion will also be launched in NSW and ACT NRMA offices from May 19. Customers taking out new policies in-store will get the chance to win a $50 cash card and enter a major prize draw.
Credits:
- Creative agency: Human
- Digital Agency: Mark
- Media Agency: Carat
- Sales & Promotion Agency: Apollo Marketing
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Aahhh, the old “loyalty campaign” coupled with the $50 cash-card “switch and win” sales promotion.
Who in their marketing department doesn’t understand that the ad campaign and the sales promotion are diametrically opposed? Why not show some loyalty to their existing loyal customers and take $50 off their premium?
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Good point John, it would be nice for these insurance companies to be loyal to their existing loyal customers. It is also a lot cheaper to keep an existing customer than try and generate a new one, so it would save them and us money!
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Oh dear, please save me from boredom!
Yes John you are correct totally opposing concepts..and where has the whole “unworry” aspect of their campaign gone? Looks like it was a white elephant to me, certainly isnt represented in the latest loyalty campaign…Come on, surely you can do better than that????
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