Budget Direct: Captain Risky

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Advertiser: Budget DirectAgency: 303 MullenLoweCountry: Australia

Objectives

OBJECTIVES FOR THE CREATIVE WORK

Budget Direct is a low cost insurance specialist that sells home and car insurance direct, either via the internet or over the phone.

To increase future profitability for Budget Direct’s business, we needed to more cost effectively get on Switcher consideration sets, which meant we needed more people to trust us, which meant more people needed to hear our story.

The objectives set were:

  • Communication objective 1: Increase spontaneous awareness by 15%
  • Communication objective 2:Increase Car...

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