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Renters with Renters Insurance
RAN IN: New Zealand
Divesh Bhula, Propositions Marketing Manager, IAG
Nick Worthington, Creative Chairman, Colenso BBDO
Steve Cochran, Executive Creative Director, Colenso BBDO
Iain MacMillan, Art Director, Colenso BBDO
Silvio Caielli, Copywriter, Colenso BBDO
Emily Frost, Account Manager, Colenso BBDO
Lisa Divett, Planner, Colenso BBDO
Amy Pollok, Planner, Colenso BBDO
Helen Naulls, Production Company Producer, Assembly
The insurance market in New Zealand was in an unsustainable shape. Focused on price wars and stealing share. Yet, New Zealanders are massively underinsured. So rather than fighting for the same share of the pie, we grew it. We talked to Renters, an audience who didn’t believe they had enough stuff worth insuring. We renamed and relaunched an old product to help them understand why they needed it. And we saw unprecedented growth in insurance for this audience, delivering NZD$1.5m in incremental revenue, all without cannibalising our other contents offerings.