At Ardmore, we love new challenges. We were delighted to be asked to create a new advertising campaign for insurance brand, its4women! Our concept generation considered the qualities consumers value most in their online car insurance partners. Research quickly told us that the qualities women seek in an insurance partner are often the same qualities they seek in the perfect partner. With that, our concept was born!
‘Someone you can trust’, ‘someone who understands women’ and ‘someone who would go the extra mile for you’. These were just some of the parallels we could draw between the perfect insurance partner and the perfect partner.
This campaign would run across strategically selected TV, social, outdoor, digital and cinema channels.
The next stage was to recruit our cast. Central to the delivery of the campaign would be the use of REAL Irish women (as opposed to the uniform, agency-sourced cast), aiding authenticity and assisting with the campaign’s ultimate reach and relevance. We reached out to women across the island of Ireland to feature in our campaign, with the help of social media, emailers and PR and asked what they looked for in a perfect partner. Applications came flooding in, thousands applied from across the province! We eventually narrowed this down to our final cast members ahead of a hugely successful 3-day shoot across a variety of real, every-day locations in Ireland.
We are delighted with the finished product and we can’t wait for you to find out what REAL women in Ireland look for in a perfect partner.
Agency – Ardmore Advertising
Client – MCL Insurance – Gary McClarty / Stephen Lamb
Creative Director – Paul Bowen
Account Director – Miriam Moertl
Director – Louise Ni Fhiannachta
Production Company – Merlin Productions
Producer – Lisa Woods
Post Production – Audio Lounge
Graphic Designer – Duncan Gleadhill
Editor – Darragh Byrne
Sound Design – Chris Muldoon
Music – Mo Benison
VO Artist – Aileen Mythen