Southern Cross Pet Insurance: Making Pets Unmissable

Luke Kelly

Southern Cross Pet Insurance, a pet insurance company in New Zealand, increased revenue, new acquisitions, and market share by releasing a fashion collection for pets.

Campaign details

Brand: Southern Cross Pet Insurance Brand owner: Southern Cross Group Entrant company: TBWA New ZealandIdea creation: MBM Auckland Market: New Zealand Sector: Insurance Media channels: Outdoor, Out-of-home, Video on demand, Merchandise & free gifts, Social mediaBudget: Up to 500k

Executive summary

Southern Cross Pet Insurance (SCPI) was New Zealand's largest pet insurer in a nascent market.

However, by 2022, the untapped category potential saw a raft of new competitors fighting for sales, causing SCPI's share of voice to drop to just...

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