Insurance is something nobody really wants to pay for. So it's only natural you look around for the cheapest. My client Hughes Insurance was not the cheapest and they strongly believed in holding their ground by offering the best insurance fit for purpose.
At the time they sat somewher between 4th and 5th postition on the spontenious awareness scale. So inorder to get tem higher up the recall chart we needed something memorable not relying on price and if possible explain why better insurance is worth paying for.
I came up with the line You Need Hughes which tied into the song arrangement used which was a parody of the classic soul hit by Solomon Burke- 'Everybody Needs Somebody to Love'. Altering the lyrics to suit our messaging.
Local comedy duo Grimes and McKee were selected to playout variouys characters. Over a 5 day period we filmed several scenarios to cover the insurance portfolio.
These ads were extremely well recieved and noyt only increased business for the company it took them to number 1 in the recall charts and made them Northern Irelands top insurer.
The campaign ran across all media outlets. TV , Radio, Online, Social , OPress , Print and Outdoor including transport.
Proving to be very popular with the Northern Ireland public and enjoyed as entertainment.