Intact rebrands with fast-reach plan
Online page takeovers, widgets, national billboards and a newspaper print campaign round out the relaunch of ING Insurance as Intact.
Intact Insurance, formerly ING Insurance, is launching its new brand this month with a mix of national outdoor, newspaper and online media handled by Toronto-based Media Contacts.
The campaign, which targets homeowners and car insurance owners, focuses on the personal positives of the brand with the tagline ‘You’re back,’ penned by GWP Brand Engineering, which also handled creative and brand strategy.
Chris Williams, managing director, Media Contacts, says the goal was to establish Intact’s visibility quickly. ‘Our challenge was to provide impact and continuity across all the regions where Intact Insurance has business,’ he says.
Williams tells MiC the campaign’s first phase strategy is hundreds of OOH boards around the country. ‘Outdoor was chosen as the backbone of the campaign because of the ability to hone in on regional areas which have high amounts of Intact business,’ he says, adding that since not all regions could be served with outdoor due to availability challenges, regional newspapers were added in some markets as well as a national layer of online and broadcast billboards.
The media campaign also includes one-day page takeovers online, including Globe and Mail, CTV, Canwest and Olive Media (Cyberpress) sites.
In addition to pre-roll video, the Weather Network was also tapped to sponsor weather watches both on-site and in the desktop app, the Weather Eye widget, ‘given the connection between Canada’s uncertain weather and the insurance claims,’ explains Williams.
The national campaign runs through mid-August.