Priceline’s insurance brand targets Aussie mums
Priceline has launched a campaign for its new insurance offering, Priceline Protects, targeting female consumers with the tagline, “Insurance that understands women.”
Priceline marketing director Amanda Connors said that Australian women had struggled to connect with insurance brands in the market, and felt “bombarded with the same old messages that have been around in the insurance industry for years.”
Women want “straight-forward, affordable, relevant insurance”, she said.
as a female smack bang in their target audience i think this is an awful ad….hoping they have also done their research into how many women would actually consider priceline as an insurance company (given thats where i buy my tampons and shampoo).
I finally got the full set. The third one was really hard to find….
https://www.youtube.com/watch?v=A7FFVuhT_iE
https://www.youtube.com/watch?v=zMtyOCoqHTk
What do I win?
So, you can now go to the pharmacy and lose excewss weight and lose excess excess.
I can see why they’d think this would work – maybe if it were Pharmore Pharmacies or another chemist it kinda makes sense – they look after your health, so why not provide health/life insurance? But Priceline, in my opinion, are seen as more of a discount cosmetics store rather than a respected and trusted chemist and a credible place to buy insurance. Don’t get me wrong, I use Priceline Pharmacies for prescriptions and don’t have a problem with them, but I just don’t think it’s the first thing people think of when they think Priceline.
Hmmm, I actually think this works because of it’s target female audience. The women who wouldn’t consider Priceline as anything other than where you buy “tampons and shampoo”, (thanks to ‘anonymous’), would also be the type of people who would seek and insurnace broker or other specialist for specifc income protection or insurance, and I get that, that’s what I would do, (though I’m male and have no need for tampons but do buy shampoo).
But for women who would feel intimidated about going to see an expert on this, it works well. Same principle as some women (and men) go to a specific weight loss centre or a dietician, where as others will just go to Priceline or a Terry White chemist to get a weightloss program from them.
I get that they target women in this because a male would feel ‘girly’ getting his income protection or life insurance at the ‘same place me missus buys her lippy’, but the idea could work if you had ‘Super cheap Auto’, doing the same thing…
And before anyone misreads any of what I’m saying, I’m looking at this purely from a marketing perspective, nothing else.
I look forward to the “insurance that understands men” version.
Good to see another UK rip off, Marks and Spencer already did (a much better) version of this TVC. Hope you got your concept development fee refunded. Can aussie agencies do anything that the UK haven’t?
Sorry, but I was bored by the 12 second mark and would have switched channels
Absolute rip-off TVC – it has been done so many times and so many times better. At least try and be unique and relevant versus stealing another concept and technique. Stop motion filming has it’s place – unfortunately it doesn’t work at all here. Weak!!!
I finally saw the TVC ad for priceline protect. At first I was a little confused if the insurance was related to priceline. The logo is quite appalling, it looks like they hired a junior agency to communicate their new brand recognition. The Priceline protects logo doesn’t seem to have any connection to Priceline unless the actual priceline logo is show along side with it (or in this case, the last frame of the TVC). It’s a good concept from Priceline to release a new product however I can only see Priceline doing what they do best and that is a retail outlet for customer health & beauty products. That is all.
Helping women by giving them the option of insurance? I say best to leave it to the experts as the last thing I would do is consult to a pharmacy about my life insurance needs just because you hired an insurance company (that I may not want to deal with). A store to pick up some beauty supplies – check – to buy life insurance – ‘wrong’. See a female adviser for insurance, I’m sure that would be more comforting and educating.
The line ‘understands women’ and then the inference and focus only on mothers leaves the rest of us feeling marginalised – again! Motherhood is a fantastic option for women but many are unable, unwilling or have other focuses so why are they being ignored by a advertising campaigning targeting women. You lost me!
It maes it all so much easier. I will talk to AMP about selling tampons and Lippy…it just makes sense.
As a career woman in my late 20s, I cannot begin to tell you how offensive I find this TVC. Implying that women are so shallow and simple with only one goal – to procreate – in their futures. What a load of old fashioned tripe! What about the rest of us that either can’t have children or simply don’t want children? Or those of us who have careers and steady relationships instead of lounging around with ‘girlfriends’ eating chocolate and consoling each other over failed dealings with ‘bastard men’. Yes, I understand that this TVC may appeal to the stay-at-home girly types with 3 kids and no aspirations but get real – this is stereo-typicality at it’s horrendous worst.