Campaign India Team
Jan 19, 2016

Coverfox uses surprising disclosures, conveys need and ease of car insurance

Watch the ad films conceptualised by BBH India here

Coverfox.com, an online insurance portal, has launched three TVCs for its car insurance offering. The films have been conceptualised by BBH India.  
 
The three 15-seconders use humour to establish the need for car insurance and the ease of use of Coverfox.com. 
 
One of the films (above) shows a young man driving his mother home. He asks her where she had gone, but doesn’t get an answer immediately. The lady first uses her phone to get the car’s insurance renewed using the Coverfox app. Post which, she reveals a 'Baby Doll' tattoo on her arm. The shocked man loses focus, leading to an accident. The film ends with a voice over introducing the app with a message 'Renew your car insurance now on Coverfox.com'.

An other film shows two men enjoying burgers in a car. The co-driver is on his phone securing car insurance using the Coverfox app. As the insurance is done, he tells the driver, that the burger they're eating might be chicken. The driver is shocked, leading to an accident. This film ends with the same message as the first one.

 

The third film features a man renewing car insurance on his mobile while his wife is driving. Once the insurance is renewed he turns towards his wife and says that he thinks the child sitting behind isn't ‘their Pinku'. The lady looks behind towards the infant, and the accident ensues. 
 
Varun Dua, CEO, Coverfox.com, said, “We at Coverfox.com are constantly striving to make the entire experience of buying insurance easy, swift and convenient. We wanted to convey that in our TVCs. Insurance advertising is synonymous with serious conversations, and we realise that consumers are tired of the melodrama in such commercials. To us, it is important that we cut-through the emotional baggage and employ humour and wit, in an industry perceived to be boring. In BBH, we’ve found experts who understand this well and help develop our messaging on point to this mandate”.
 
He added, “The new TVCs have been developed to sensitise the viewers about the importance of renewing car insurance in a quirky, fun way. The underlying core messaging is to be fearless with the right insurance in your bag.  As a brand, we are striving to ensure that people are always prepared to do more with their life and live beyond risk.”
 
Russell Barrett, CCO and managing partner, BBH, said, “It is great to work as Coverfox.com’s partner in shaping its brand personality. It has been rather quick in distancing itself from its competitors. Both with its product as well as its advertising. When the world is busy with extremely long format stories, it’s great fun to make sharp, memorable and funny 15-second ads. We all enjoy working with Coverfox and it shows in the output we’re able to deliver for them, time and again.”
 
The films went on air on 17 January 2016.
 
 
Credits
 
Client: Coverfox.com
Agency: BBH
CCO: Russell Barrett
Creative director (art): Ajmal Mohammad
Creative director (copy): Karunasagar Sridharan
Brand partner (copy): Yohan Daver
Executive producer: Khvafar Vakharia
Managing director: Arvind Krishnan
Business head: Monideepa Nandi
Senior business partner: Vivek Krishnaswamy
Business partner: Priyanka Samant
 
Production house: Fingerprint Films
Director (film): Karan Shetty
 
Executive producer: Madhukar Kotian
Producer: Vijay Carvalho
Director of photography: Mahesh Limaye
Storyboard: Obaid Ansari
Post producer: Hirleyn David
Post House: After & Prime Focus
Source:
Campaign India