Budget Direct: Captain Risky

This case study details a campaign from Australian home insurer Budget Direct that developed a brand story to maintain sales and reduce acquisition costs.

Budget Direct: Captain Risky

Executive Summary

A host of new price-led insurers battling for the switcher market had begun to drive acquisition costs to uncomfortably high levels. Budget Direct needed to evolve from a transactional platform trading on price, to a bigger brand story that could maintain sales while reducing acquisition costs. It needed to secure its place on switcher consideration lists and address the brand's key issues - lack of trust and low spontaneous awareness.

Enter Captain Risky; the story of the risk Budget Direct won't insure to keep prices low. And of a campaign that doubled both awareness...

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