Intact Insurance’s media plan reflects brand ideology
Instead of advertising only during peak seasons, the brand will be on TV year-round reminding Canadians to enjoy the ordinary things in life.
After a stressful claims incident, consumers just want to enjoy the ordinary things in life again, like watching their favourite gardening show or flipping through a beloved magazine, says Monika Federau, VP, marketing and brand development at Intact Insurance.
Now the insurance company, launched under its current name in 2009, wants its media campaign to be embedded in those routine moments.
‘Instead of simply being on conventional television during the peak buying seasons of spring and fall, we want to be present all year round,’ Federau tells MiC.
That ‘routinized’ TV buy includes a combination of conventional television as well as specialty buys on channels like HGTV, CBC News and W. But a print buy will still be utilized in waves to bolster brand awareness during those key buying seasons.
Media for Intact Insurance is handled by MPG in Toronto, while creative is by GWP Engineering (also in Toronto). The target consumer is mainstream car and homeowners, aged 34 to 60.
Intact Insurance is also placing 15-second video ads online on properties like CTV.ca, MSN.ca and CBC.ca.
‘One of the ways in which we’re really trying to differentiate ourselves versus the typical insurance advertising is a very positive tone in the communications. And instead of focusing on the company, we’re really trying to focus on the people,’ says Federau.