Shaking up insurance with an all-singing, all-dancing campaign
With nearly one million UK customers, Simply Business is one of the UK's biggest providers of business insurance. How can it make noise in such a crowded and typically staid B2B marketplace?
The Challenge
Insurance is a low-interest, low-frequency category, something people only consider during emergencies or when it's time to renew their policies. That's why major players like Compare the Market, Direct Line, and AXA spend over £100m a year to keep their brands salient. Our challenge was to figure out how we keep our brand salient in a category where we're outspent 10 to 1 by the competition.
Getting unconventional
The film is an insurance commercial turned epic music video, which reimagines the world famous song The Best, switching the hero lyric to “Simply Business”. Therefore creating the ultimate earworm (the salient bit). The film starts in an ordinary office setting – just like you’d expect most business commercials to begin, before making a U-turn into an incredible world of glitz, glamour and gusto.
Impact
It’s too early to tell, but we’ve been working with Simply Business since 2016, and since then they’ve grown their customer base from 600,000 to just over 1 million, making them one of the biggest and best insurers of small business in the UK.
Media Mix
TV, Radio
