“Budget Insurance recently approached FoxP2 to reinvent the brand and invigorate it in personality, style and tone to build on their established brand equity,” says Grant Jacobsen, executive creative director and co-founder of FoxP2 Johannesburg. “Our ultimate goal is to distinguish the brand from its competitors in what can best be described as a cluttered advertising category.”

Accidents cost much more than insurance premiums. That’s the idea behind FoxP2’s new Budget Insurance campaign. The campaign which is centred around ordinary South Africans who, for one reason or another, do not have insurance, only to find themselves in tricky (and rather funny) situations that go from bad to worse, illustrating just how much accidents can cost if you’re not insured.

Through this campaign, FoxP2 has shown the ability to build equity from a simple insight and has created a delightful narration and brand personality which gives the brand a voice that distinguishes from others, a point-of-view and a consistency across the brand within that personality.

The magic of the campaign lies in the immediate connection the audience feels towards the characters: normal, everyday individuals that we can all relate to, learning the value of insurance the hard way. In a category obsessed with the cost of premiums, these ads show
the cost of accidents, making the point that not only can you afford to be insured with Budget; you can’t afford not to.

Susan Steward, marketing manager of Budget Insurance is proud of the campaign: “Money is such a serious topic for most people and for good reason. However, our new campaign made us all laugh and at the same time ensures that consumers understand that they cannot afford to not have insurance.”

About FoxP2

FoxP2 is an award-winning full-service advertising agency that provides integrated marketing services across all media channels and communications disciplines. Founded on the belief that creativity is often the most-undervalued tool for business, FoxP2 is an independent agency, driven by the power of insightful strategic thought.

For more information, visit foxp2.com. Alternatively, connect with them on Facebook or on Twitter.