Hastings Direct is launching a major marketing campaign – featuring two new TV ads – in an effort to reinforce the brand’s position as the simple, straightforward and dependable insurance provider.
Created by Rapp – which has held both the creative and media accounts since 2014 – the CGI ads signal a move away from brand character “Stephen Seagull” by featuring “Harry Hastings”, and are set in the brand’s quintessentially British seaside setting.
Launching on Five, C4 and ITV2 followed by a large selection of channels, the two TV ads will be supported by a multi-channel digital campaign.
The first spot – You know where you stand – focuses on Hastings Direct’s straightforward and dependable nature. The second spot – Clear skies ahead – centres on Hastings Direct’s simplicity and transparency, and promote the value for money that Hastings Direct can provide.
Hastings Direct marketing director Nicola Charles said: “Whilst we know that price plays an important role when choosing an insurance provider, we also know that the final choice often comes down to trust – which is exactly what Hastings Direct offers its customers. Harry Hastings personifies our dependable and trustworthy brand which can be relied on when people need to most – namely during a claim.”
Rapp UK executive creative director Ben Golik added: “Hastings Direct is a genuinely trustworthy brand, meaning that it was a natural process to move Harry Hastings into a more relatable, more dependable human figure and by using CGI, we have captured that very essence.”
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