Insurance company FBD has launched a new campaign that puts some of its customers front and centre of the advertising. The campaign was created by The Public House, with media planning and buying by PHD.
The latest iteration of its “Support. It’s What We Do” platform, features seven clients including a bridal boutique in Adare, a coffee roastery in Dublin, a forecourt retail unit in Donegal, an online organic supermarket, and three eateries in Sligo, Cork and Waterford.
All businesses were given national media coverage in the forms of a 30” radio spot package on their local station, and high-impact billboard in their nearest town. They also received press ads in local editorials and a range of photography and copy assets for their promotional use. The total package awarded to each business exceeded a value of €20,000. In addition, FBD secured Ireland’s largest format OOH placement – a 240-sheet billboard in Dublin – showcasing all the businesses in the campaign.
According to Sharon Treanor, head of marketing at FBD Insurance: “Customers and communities across our 34 branches nationwide are at the heart of everything we do at FBD Insurance. We are always ready to support customers and are delighted to take this support one step further through the launch of this targeted advertising package which we hope goes some way to assist businesses through the current cost of doing business challenges.
“Advertising is a key way for businesses to tell their story and reach new customers but can often be overlooked during challenging economic times. We look forward to seeing our customer stories featured nationwide as part of this campaign and are confident that this support will positively impact their business growth journey,” she adds.
“Creatively, we wanted this campaign to feel more like it belonged to the business owners than FBD. We believe we struck the right balance and made sure the local entrepreneurs were given the status they deserved. Ultimately this is still an ad for, and a testament to FBD’s commitment to supporting enterprise all over Ireland,” says Mikey Curran, associate creative director, The Public House.
Credits:
Agency: The Public House
Creative Director, Art Director: Dillon McKenna
Associate Creative Director, Copywriter: Mikey Curran
Art Director: Danny Cullen
Copywriter: Blaise Hoban
Business Director: Natalie Hopkins
Account Director: Mariana Nevado
Production Lead: Trevor Nolan
Client: FBD
Head of Marketing: Sharon Treanor
Senior Marketing Manager: Nicola Ging
BTL Marketing Lead: Tara MacSharry
Photographer: Adrian Wojtas
Media: PHD Media
Business Director: David Scott-Lennon
Account Director: Shane McCaul
