State: Tally

State, the insurer, reversed declining customer numbers by targeting a previously untapped audience of the uninsured in New Zealand.

Campaign details

Brand: StateBrand owner: IAG New ZealandEntrant company: Colenso BBDO, AucklandMedia: PHD, AucklandMarket: New ZealandSector: InsuranceMedia channels: Mobile & apps, Online video, Online display, Outdoor, out-of-home, Search marketing, Social media TelevisionBudget: Up to 500k

Executive summary

State Insurance was in decline, losing customers for six consecutive years.

To grow, insurance companies traditionally steal customers from one another. But State tried something different.

In New Zealand, almost half the country lacks insurance and are dangerously exposed when the worst happens. State could grow the whole...

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