Home and building insurer Homeprotect has enlisted actress and comedienne Diane Morgan for its first-ever TV-led integrated brand campaign which promoted its extensive home cover proposition.
Devised by creative studio Ourselves, the campaign marks its first work for the insurer since securing its account following a three-way competitive pitch in May.
Voiced by Morgan, the ad humorously examines the kinds of homes that Homeprotect can’t cover; namely a farm shed without a roof, a converted double decker bus, and a tree house. The insurer cheekily points out that it can however cover 97% of all other homes – but that the ad isn’t long enough to fit them all in.
“Homeprotect asked us to help disrupt the sleepy, staid, and conservative home insurance market – driving fame and sales, to position Homeprotect as the go to-brand for non-standard customers. The team’s appetite for bravery and doing things differently to communicate their unique offering shone through at every stage of the process,” Outsiders creative director, Aaron Howard said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Having first broken across the Midlands, the campaign could be given a national rollout later in the year. Home Protect’s out-of-home push builds upon the TV spot’s main theme, with comedic examples of homes it can’t protect, centred around strapline: “Cover for almost every home”.
Homeprotect chief customer officer, David Joyson, added: “We chose to work with Ourselves as they offered a winning combination of top-notch strategy and creative brilliance.
“They really understand our challenge of offering a solution that people don’t know they need, and we were impressed by their proven track record in having worked successfully with brands with similar challenge.”
