Woolworths Insurance becomes Everyday Insurance in rebrand campaign from M&C Saatchi
Woolworths Insurance has undergone a rebrand, relaunching as Everyday Insurance in a new brand campaign from M&C Saatchi Group.
The campaign introduces the new brand name and platform, ‘Make Everyday Count’, as the insurance business becomes part of the Everyday Group collection of businesses, alongside: Everyday Rewards, Everyday Extra, Everyday Pay and Everyday Market.
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The new Everyday Insurance brand proposition is positioned to connect customers to additional benefits through the Everyday Rewards program, which has more than 14 million members.
By highlighting ‘everyday moments’ and the ‘everyday’ rewards customers receive, Woolworth’s hopes to differentiate its insurance product from the the category’s typical disaster-heavy marketing approach.
Michael Laxton, director, everyday brand and marketing said: “Make Everyday Count is our new brand platform for the Everyday businesses and we are really proud that Everyday Insurance is the first proposition to bring the platform to life.
“With the rebrand of Woolworths Insurance to Everyday Insurance, we’ve taken the opportunity to lean into what makes us different, whilst also addressing a common consumer pain point – insurance is a product that people pay for, and hope to not need. Everyday Insurance customers don’t have to wait for an incident to happen and a claim to be submitted to get something back, we can offer more tangible rewards and ongoing value in everyday moments to help our members ‘Make Everyday Count’.”
Shelley Parsons, executive creative director M&C Saatchi, added: “While other insurers typically focus on disaster, we looked to everyday Aussies and the things they care about for this campaign. By dramatising how with Everyday Insurance you get rewarded for ‘making everyday count,’ we were able to demonstrate that Everyday Insurance provides everyday benefits beyond just great quality cover.”
The campaign rolls out across TV, social, digital and OOH, with amplification through the broader Woolworths Group ecosystem.
Credits
Client: Everyday Insurance / Woolworths Group
Chief Marketing Officer: Andrew Hicks
Director, Everyday Brand & Marketing: Michael Laxton
Head of Marketing: Claire Knight
Creative Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Shelley Parsons
Creative Director & Copywriter: Andy McKeon
Art Director: Chris Andrawes
Copywriter: Lauren Mathieson
Senior Producer: Karen Muxworthy
General Manager: Lisa Milner
Group Account Director: Lauren Trace
Senior Account Manager: Elaine Pow
Strategy Director: Cherie Reuben
Production Company: Revolver
Director: Matt Devine
Editorial: The Editors
Post Production: RES
Music: MassiveMusic
Sound Design: Abby Sie, MassiveMusic
Media Agency: Dentsu
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topics
Dentsu
Everyday Insurance
M&C Saatchi
Michael Laxton
Reovolver
Revolver
Shelley Parsons
Woolworths Group
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