Bingle launches 'what you don't pay for' TV advertisements


Thursday, July 16th, 2009
The casting call for online car insurer Bingle’s new ad campaign required raiding the back rooms of a few IT departments. The new ‘You Don’t Pay For’ series of ads depicts typical office scenarios and plays out the role of added extras that are not included in the low cost, online insurance products.
 
‘This is our first major push into mainstream advertising for this increasingly popular approach to buying insurance and we quickly agreed that there was potential to get people talking if we could depict the office computer in a reversed role’ said Bingle Executive Manager Andrew O’Hara.
 
Bingle is Australia’s leading low cost online car insurance provider. It delivers great value comprehensive car insurance and is backed by AAMI, one of Australia’s largest car insurance brands. Bingle uses technology to find ways to deliver car insurance to people at a lower cost.
 
The TV campaign will feature seven ads in the Melbourne and Sydney markets. The Call Centre, The Watercooler, The Office Party, The Sickie, The Photocopier, The Receptionist and Office Games are the typical office scenarios that the ads play on to deliver the message that, with Bingle ‘no frills’ means cheaper car insurance.
 
‘We know that this is a fast growing market, especially in today’s environment’ said Andrew O’Hara. ‘Our research shows that this customer is very comfortable online and is prepared to move through the complete process on their computer, from the quote, to purchasing the policy and even the claims process’ he said.
 
DDB Melbourne were the creative team behind the campaign and viewed the chance to work with Bingle as an opportunity  to create a campaign that truly resonated with the target audience and one that also presented  a unique voice in the cluttered car insurance market.
 
"It’s great when an idea comes straight out of what makes a brand unique. Bingle is an insurance provider where the computers do pretty much everything.  It made sense to make them the stars of the ads" said Glen Dickson, Group Creative Director, DDB Melbourne.
 
Bingle realises that not all brands can get away with a campaign like this but with currently only five full time staff members, and no unnecessary extras, this provides a credible environment  that supports both the campaign and their online offering
 
Launching initially in Melbourne on Sunday 19th July 2009, following with Sydney in early August 2009, this is definitely only the beginning for the Bingle brand.  The campaign has a story to tell and consumers can look forward to the evolution over the coming months.
 
The TV ads will be backed up by print, outdoor and letterbox over the coming weeks.