State Insurance just can’t shake them blues

State has released the latest chapter in its ‘Click. Done’ campaign through Colenso BBDO and Finch, which promotes its online service. This time with a new character who really digs life, but doesn’t really dig insurance.

The ad features a charismatic curly-haired fellow who seems to really get the most out of life.

From his sheer joy when his toast pops in the morning to his star-laden camping trips, hardcore crowd surfing, dangerous diving, and successful dinner parties. But things go awry when his car gets a bit mangled one day and he’s forced to think about insurance.

The ads try to send the message that insurance shouldn’t be complicated, and that with State it isn’t and New Zealanders can get the ball rolling by simply heading online.

“It’s ownable, playful and a strong platform from which to innovate their service proposition – there are a number of initiatives coming that are really exciting,” says Colenso BBDO managing director Scott Coldham.

IAG GM Marketing and Communications Merran Anderson says: “Increasingly our customers are comfortable doing business with us in the online space, and we’re enabling this for them – and seeing great results”.

Colenso BBDO State business director Krystel Houghton said earlier: “We wanted to echo that in our visual style and in the way we communicated our offering. We simplified every set to contain only the objects required to tell the story, and we ran the action like a short comic strip, as simple as the storyboard. The blue and orange lend another way to simplify and add an ownable and interesting look.”

She said State worked with Wade Shotter from FINCH to bring the spots to life so that they appeared graphic without being flat. “The entire set, props, cars and their interiors were painted in water-based paint, several layers in some instances to give it its look,” Houghton said. “We achieved a CGI feel but did it completely in camera.”

The State home and contents quote and buy online portal has been live since early May, she said. “It’s another quick and easy way for customers to deal with us. State Car Quote and Buy Online is one of our long-standing and very well utilised products.”

The campaign currently runs through television, digital and radio.

Are we the only ones who get this song stuck in our heads when viewing the State commercials? We bet not.


Client: IAG

Agency: Colenso BBDO

Production Companies: Finch

Partners: Spark PHD, Franklin Road, Beryl 

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