Onlia connects safety to savings in new campaign

Who: Onlia, with DDB for creative and Media Experts for media.

What: A new ad campaign that continues the home and auto insurance brand’s focus on safety and prevention, but with a new message— delivered with a bit of humour—emphasizing cost savings.

When & Where: TV, out of home, digital/social and radio running now into 2021 (more on media below).

Why: Onlia launched its first brand campaign a year ago with a focus on safety and accident prevention using the tagline “All for safety.” Safety remains the focus for the new creative—with a new tagline of “Safety Obsessed—but with a more overt connection between safety and savings.

“Our goal with this campaign is to really reinforce how Canadians can benefit from safer behaviour,” said Olivia van Eyk, Onlia’s head of marketing. The change may seem subtle, but the shift from focusing just on safety to the financial benefits of safety is a unique positioning in the category, she said.

How: Video creative includes Wes Anderson-esque depictions of characters taking car safety precautions to humorous extremes, with a voiceover explaining that more safety means cheaper insurance. “Insurance is typically a very low-interest category, and oftentimes regarded as a bit of a grudge purchase,” said van Eyk. “So with these spots we wanted to offer a moment of entertainment to our audience and really reinforce Onlia’s playful tone of voice.”

Media: The campaign is about awareness, so there’s a traditional buy across TV, radio and out of home. “In addition to that we also invested in channels based on some affinity insights on our audience,” said van Eyk. “So we have contextual placements on digital channels like Twitch, Amazon, Tinder and Food Network, for example. And then we have a series of social cut-downs as well for Facebook, Twitter, Instagram, and LinkedIn.”

And we quote: “We wanted to make sure the creative delivered a quick, yet memorable insurance connection with Onlia, so we leveraged the brand’s distinct colour cues and iconography in each element,” said Craig Ferguson, DDB’s executive creative director.

David Brown