"With this campaign, we're highlighting how Naked strips away so many of the things people don't like about traditional insurance — the paperwork, the long discussions with call centre agents, the complex terms and conditions, and the opaque pricing," says Shane Durrant, creative director at Naked.

"But there's even more to it. I love that Naked is becoming known for being insurance that actually works because of the transparent relationship we have with our customers. We don't just want customers to get Naked — in other words, buy Naked. We want them to truly be Naked, by becoming part of how we're changing insurance for the better," adds Durrant.

The first phase of the campaign offers 'wise' advice about things you should never do Naked.

The tongue-in-cheek campaign creative highlights reasons that customers love the digital insurance brand. Examples include:
  • Never do paperwork when you're Naked.
  • Never phone a call centre when you're Naked, and
  • Never negotiate when you're Naked.

The next phase of the campaign (which elaborates on the benefits of fully digital insurance and includes the Naked logo) focuses on:
  • outdoor and airport billboards
  • radio ads, and
  • naturally digital ads, mostly on Google Display and YouTube.

Phase three will roll out over the festive season when people are expected to be on the move and on holiday.

Ernest North, co-founder at Naked, says, "This campaign is a fun way to celebrate our success in creating a new generation of insurance. When we launched almost five years ago, insurance was behind the digital curve, giving us the opportunity to become the go-to insurance for anybody that already does almost everything else in their lives in a smart, digital way."

"As Naked keeps growing, it's great to see a community of users that enjoy the technology-driven transparency, and to see them promote Naked to their friends using the mantra of 'Never when you're Naked'," concludes North. 

For more information, visit www.naked.insure. You can also follow Naked on Facebook, Twitter or on Instagram.