Ringers Creative rolled out the latest iteration of the “It’s Insurance and it’s Chill” campaign for Chill Insurance.
The campaign is running on TV, radio and socials and also includes stings Virgin Media Television’s Weather Updates.
According to the agency, Chill has become a well-known brand in the insurance space, but research showed that a significant portion of visitors to the Chill.ie website used it as a comparison tool but weren’t using it to buy direct as they were unaware of the benefits of actually buying with Chill, including things like windscreen and breakdown cover as standard.
“The ‘It’s Insurance and it’s Chill’ platform has performed really well so far which means people know how good we are at comparing the market. This campaign needed to build on that, and show people that we’re just as good for the rest of the insurance journey,” says Alex Naylor CMO, Chill Insurance.
Working with Heritage Productions and the Oscar longlisted director Lochlainn McKenna, Ringers created a total of nine executions, each showing Chill as a better way to do insurance with as little effort as possible.
“With the last campaign we’d taken a big step by moving Chill out of the cheap and cheerful space and making it feel like a more grown up brand, so we knew we wanted to keep moving in
that direction,” says Kathleen Healey, business director, Ringers Creative.
“Instead of shouting the message at people, we wanted to create small moments showing the two sisters in their bubble to get them leaning in, and we think we’ve done that.
“Being able to cast real sisters was great because they had that natural chemistry together and could deliver our gags with just the right balance of eye-rolling and sisterly love,” Healey adds.
Credits
Client: Chill Insurance
Client Team Alex Naylor, Douglas Brennan, Virginia Girtz
Agency: Ringers Creative
Production Company: Heritage
Agency Producer: Molly Kiely
Executive Creative Director: Steven Mangan, Bobby Byrne
Copywriter James Foley
Account Management: Kathleen Healey
Strategy: Sarah Hughes, Jenny Murphy
Managing Director Miriam Hendrick
Director: Lochlainn McKenna
Director of Photography: Charlie Knight
Grade: Leandro Arouca (Raygun Post
Productions)
Editor: Ronan Fox
Sound: Scimitar Sound
Post Productions: Penco Post
