Emotion is often forgotten in direct advertising. With price or savings being pushed to the forefront. This campaign for Swinton Insurance needed to be sales driven with some punchy targets to hit, but we wanted to make sure that it still connected with people in a way that gave them a reason to act. The Britain’s Got Talent winners, Attraction, gave us a way to dramatise the different moments in people’s lives and showed how the people at Swinton would always be there to look after you.
The work included brand executions but in the main it was about extolling clear product benefits and some of the great deals Swinton could give. With additional offers, such as Challenge Swinton, showing the power of speaking to real people rather than dealing with the cold price driven algorithms of aggregator sites.
We collaborated closely with Attraction’s founder Zoltán Szücs to create stories and images that could be beautifully performed by his amazing dancers. A technically difficult shoot that required us to make sure that each scene could work in multiple formats, from TV and print to branch windows. Each image also worked with multiple headlines or offers to let us create a completely flexible campaign.
The sales targets were smashed leading to increased targets, a campaign extension and second round of work. However beyond the direct results there was also a significant shift in the brand metrics with the key factor for the category ‘Trust’ significantly increasing. Swinton became a place that was about ‘people insuring people’, one of our goals and a guiding principle that we’d used to define the campaign.
It’s impossible to create work that appeals to everyone. Despite the public’s love for the ads there was unfortunately one person who wasn’t a fan. I’ll be the bigger man and refrain from hitting my big red buzzer over his output.
