Chill Insurance and Ringers Creative have built on their existing ‘It’s Insurance and it’s Chill’ brand platform in a new nationwide campaign showing the benefits of becoming a Chill customer.
Chill has become a well known brand in the insurance space, but research showed that a significant portion of visitors to the site used Chill as a comparison tool but weren’t using it to buy direct.
People believed that getting the best deal on insurance had to be hard. While they knew Chill made comparison simple, they were unaware of the benefits of actually buying with Chill – such as windscreen and breakdown cover as standard, and having Chill automatically send you a better policy every year at renewal.
So Chill worked with Ringers to address this perception issue and ensure that Chill wasn’t just the place customers go to start their insurance search, but the only place they need to go.
Alex Naylor, CMO of Chill Insurance said “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.”
Working with Heritage Productions and 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.” said Kathleen Healey of Ringers.
“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.”
The campaign is on TV, Radio and Socials from May 12th and will run as Virgin Media Weather stings, updating the films from the previous campaign.
View the campaign here: https://www.ringers.ie/chill-sisters/
