AA Pet Insurance, in collaboration with Quantum Jump, is exploring the age-old question famously posed by Shakespeare: ‘What’s in a name?’
Whether it’s Chewie, an aptly named Border Terrier with an insatiable appetite for socks, or Tiger, a rather erroneously named long-haired ginger tabby with a penchant for street fighting, AA Pet Insurance, with Quantum Jump is celebrating pets’ fallacies and reassuring owners that, they’ve got this.
Quantum Jump has homed in on the insight that most people have a memorable story about something a dog shouldn’t have eaten, or “guess what the cat’s done now?!”. The new campaign, ‘We’ve got this’, brings a real focus to the surprising nature that names can lend to their furry friends.
In an integrated through the line campaign, AA Pet insurance is seeking to get the attention of pet owners by empathising with their occasional frustrations, and worries, for what ‘Chewie might do next’. With a digital led strategy, incorporating social and micro-targeted eDMs to the AA Membership, the campaign is supported by an energetic radio ad, telling us the full story of what Tiger and Chewie got up to. The campaign is incentivised with a free personalised pet name tag for every new policy bought, further reassuring customers that no matter what their fur-baby gets up to, they can be easily identified.
Becky McQuoid, Senior Marketing Manager of AA Pet Insurance adds: “Finding a balance of clearly communicating the very real need of pet insurance in a light-hearted way isn’t always easy to achieve. Quantum Jump cracked the insight that Kiwi pet parents often love their pet just as they would a child, and can put a lot of care into naming them aptly. We can’t wait to see how this campaign lands with Kiwi pet owners in raising the awareness of pet insurance benefits.”
Ben Goodale, CEO of Quantum Jump says: “We have so much fun working on AA Pet Insurance, and this campaign just had us in fits of laughter with each visual and outrageous story. Pet insurance is a fast growing category, but very competitive, and it’s so important to get attention and raise awareness that this is another part of your life that AA can help make easier, and with less hassle.”
Credits
AA Pet Insurance
Becky McQuoid – Senior Marketing Manager
Paula Castle – Marketing Contractor
Phyllis Tan – Marketing Specialist
Quantum Jump
Ben Goodale – CEO
Wayne Pick – Creative Partner
Drew Ayers – Creative Partner
Zoë MacDonald-Mair – Project Director
Bella Chaytor Waddy – Account Manager
Justin Biddle – Digital Execution
Craig Murray – Motion Graphics
OMD
Campbell Smith – Client leader
Mackenzie Walker – Associate Digital Planning Director
Mae Kelly – Digital Business Manager
Jackie Alapatt – Senior Account Manager
