New Budget Direct campaign balances Risky with service
Budget Direct is preparing to launch a new campaign introducing a subtle shift in its message with Captain Risky’s mayhem set against examples of the service and quality the insurer provides.
The campaign, by 303 Mullen Lowe, extends the brand’s message for the first time since the introduction of Captain Risky almost two years ago.
Jonathan Kerr, director of marketing and digital at Budget Direct, said the evolution of the campaign allowed the brand to show itself off to customers without losing the impact and popularity of the Captain Risky character.
The campaign sees a Budget Direct employee return a repaired car to a customer and highlights lifetime repair guarantees before cutting to the chaos of a race track where Captain Risky pits his car for a shoddy repair job before returning to the track where it finally breaks down in a cloud of smoke and flames.
Kerr said that having cemented its position as the best value insurer, it was time to use that position to show off other sides of the business.
“All the research we have done shows that we are the absolute price leader, the name Budget Direct does that for us in spades,” Kerr said.
“People are highly engaged in the Captain Risky campaign and narrative, and so what we wanted to do was to make sure people understood the service proposition and the quality of what we do at a product and customer promise level.”
He said that the campaign was a continuation of the story with Captain Risky still a central element.
“Captain Risky has never been our customer and we would never insure him.”
Let’s show what’s like to be a Budget Direct customer and what it’s like when you don’t have us.”
The new campaign launches this Sunday night, with a number of different executions continuing to build on the new message rolling out over the next several weeks.
Credits:
- Client: Budget Direct
- Director, Marketing & Digital: Jonathan Kerr
- General Manager – Brand and Media Marketing: Warren Marsh
- Marketing Manager– New Customer Acquisition: Catherine Harty
- Agency: 303 Mullen Lowe Sydney
- ECD: Richard Morgan
- Head of Copy: Sean Larkin
- Head of Art: Adam Whitehead
- Agency Producer: Sean Ascroft
- Head of Business Management: Tony Dunseath
- Business Director: James Lammert
- Production Company: Goodoil Films
- Director: Hamish Rothwell
- Executive Producer: Sam Long
- Producer: Andrew McLean
- DOP: Crighton Bone
- VFX: ALT.VFX
- Editor: ARC Edit
- Sound Engineer: Barry Stewart, Sound Reservoir
