"Our medieval knight and his humorous approach has been our core storytelling device for several years – and it's been successful. For our new campaigns, we want to go in a direction which demonstrates how we are an insurance provider that helps customers to always feel confident and provide peace of mind that they have the coverage they need," said Humberto Valencia, Vice President Marketing & Digital Strategy at belairdirect. "Our new direction helps us tell our story in a more impactful way, while also allowing us to connect more authentically. We want to be memorable and our new cinematic-focused approach combined with the re-introduction of our animated knight as part of our brand signature will do that for us."
The central characters, belairdirect clients, of the new spots thrive and are effortlessly in control, even in the most uncomfortable situations, which easily highlight the confidence and peace of mind using belairdirect products.
Using exaggerated perilous situations, along with tension and humour, to set the scene – a mobster or a frightening neighbour haunting your new house – the cinematic spots take viewers on a journey that, if uninsured with belairdirect, could turn out disastrously. These new spots show how belairdirect's offerings, including Home Claim Forgiveness and Quick Quote Car and Home, simplify clients' life and help them to be confident in their coverage.
Research conducted by belairdirect's creative team revealed that, in extreme cases, Canadians felt powerless when it came to matters of insurance because of limited understanding when purchasing and using their insurance. belairdirect is uniquely positioned to address these concerns, especially with its digital tools, usage-based program called automerit, and insurance simplified approach. "Now, more than ever, consumers want to feel a connection with and trust the brands they bring into their lives, and we are demonstrating our commitment to that through our marketing efforts," said Valencia. "At belairdirect, we believe people should feel protected, especially in situations out of their control."
The campaign will run across multiple channels, including TV, digital, billboards, and radio.
To view the full commercials, please visit:
The House
A family moving into a spooky house is given an ominous warning about terrible things to come. The question is, are they worried? https://youtu.be/0tPCnOz06tY
The Boss
The protagonist is accused of stealing money from his boss. How will he react? https://youtu.be/NxBFUJK-r10
