Elders Insurance, one of Australia’s oldest and largest regional and rural insurance providers, is in the process of extending its footprint into metro areas. The brand is held in high regard in country areas by customers who view their local Elders agent as a dependable member of the community. Our brief was to capture the brand’s genuine ‘people’ and service-oriented DNA, so the brand could extend seamlessly into new metro markets.
We created the Core Idea, ‘Our way never gets old’ to leverage the brand’s strong heritage as a customer-centric business.
The creative pokes fun at how technology has got in the way of good ‘old fashioned’ human customer service.
The campaign was rolled out across TV, print, digital and social.
Using the brand’s tracking scores as a benchmark, the results were immediate and impressive as indicated by post campaign surveys:
• Inbound leads up 41%
• Franchisee applications (and quality) up