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After four years of “Insurance Solved”, Budget Direct needed to unearth the optimal creative approach to unlock further brand growth.
Since 2018, Budget Direct has established a clear, consistent, and effective positioning in the Australian market. To ensure the long-term growth aspirations of the brand, we need a clear strategic direction on whether to keep going, tweak what we have or find a new direction for the campaign. In 2022, Untangld were brought in to deliver a concise, pragmatic and actionable brief for long term agency partner 303 MullenLowe to create the next successful instalment of the Budget Direct campaign.
To unlock the creative approach that drives disproportionate growth for Budget Direct.
A codified creative strategy that drove results.
Through extensive national qual and quant research, we codified the key ingredients needed to make the next instalment of the Budget Direct campaign.
Australians told us they love the combination of fantastical and chaotic action against the backdrop of a real-world insurance setting, with a cast of new and known characters they enjoy watching.
Through deep customer analysis, we understood that Budget Direct is a funny, fantastical and narrative-driven brand that needs to embrace its unique characters, tone and crazy scenarios.
Budget Direct has continued to increase its salience and boosted its brand equity to build greater confidence, while retaining perceptions of price competitiveness, despite its price advantage closing. This translated to serious business growth.
In the last year, they are still making big jumps in brand equity. ‘Made me think that I could get the same quality insurance I get now, but for less increased from in 2023 to in 2024, and ‘It made me want to check out Budget Direct the next time I need to renew my insurance’ increased from in 2023 to in 2024.
In 2023, Budget Direct’s ‘Blown Away’ film was in the Top 10 Favourite Ads list as recalled by consumers in a TRA Nat Rep survey.
Source: Australian Effies, Long Term Effectiveness, Gold Winner
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
