Mas and Yarn dispel award doubts in new campaign

Mas has launched a new campaign to celebrate yet another Consumer People’s Choice award for House, Contents and Car Insurance.

Created by independent creative agency Yarn, the campaign playfully reassures audiences that while 10 consecutive wins may sound hard to believe, there’s nothing suspicious behind it.

The launch TVC follows a woman’s initial disbelief at discovering Mas’ achievement, as she imagines a series of outlandish explanations for the streak. From bribery to elaborate campaigning, the truth is far simpler: fair policies, smooth claims and Mas doing right by its members.

Known for service and support

Rich Robson, executive creative director at Yarn, says: “Back-to-back wins happen. Three-peats make headlines. But ten in a row? That’s when it starts to sound a little suspicious.

“But as anyone who has experienced MAS will agree it’s the consistently high level of service and support that makes this long run of recognition feel well deserved.

“Kudos to the Mas team for embracing the idea – and for not batting an eyelid when we suggested bringing some of those more ‘questionable’ theories to life.”

More than an award

Laura Stephenson, head of marketing at Mas, says: “It’s great to see the hard work our team puts in behind the scenes recognised with another Consumer People’s Choice accolade.

“But this campaign is about more than an award, it’s about the trust our members have placed in us over the past decade. We hope it gives more New Zealanders confidence that an insurer that’s proven, trusted and genuinely valued by its Members really does exist.”

The People’s Choice recognition is based on Consumer NZ’s annual customer satisfaction survey, which gathered feedback from 4,795 respondents from a nationally representative sample of New Zealanders.

In the latest survey, Mas recorded the highest satisfaction scores for house insurance (81%), contents insurance (80%) and car insurance (84%), compared to other insurers. 

Always about long-term relationships

Mas chief distribution and marketing officer Matt Harvey says the recognition is a testament to the relationship Mas has with its members.

“Our focus has always been on long-term relationships, not short-term wins. We want to provide products and services that genuinely protect our Members when they need it most while being honest and transparent if circumstances fall outside what cover can provide.”

The campaign is the latest chapter in the brand’s ‘Your future’s in good hands’ platform, building on the momentum Yarn has developed in partnership with MAS since mid-last year.

Directed by Josh Frizell and produced by Reel Factory, the campaign is supported by a broader rollout across TV, radio, outdoor and digital, with stills captured by Fraser Clements.

Credits

• Client: MAS
• CEO: Jo McCauley
• Chief distribution & marketing officer: Matt Harvey
• Head of marketing: Laura Stephenson
• Creative agency: Yarn
• CEO: Heath Davy
• Executive creative directors: Matt Sellars, Rich Robson
• Senior account director: Michelle Koster
• Strategy: Teresa Harris
• Designer: Courtney Tyler
• Photographer: Fraser Clements
• Media: Sneakers
• Production Company: Reel Factory
• Director: Josh Frizzell
• Producer: Simon Woodard
• DOP: Bevan Crothers
• Sound: Liquid Studios