Every year before the holiday season, the market is flooded with travel insurance campaigns. There are often so many that consumers struggle to distinguish the individual insurers’ products.
This poses a challenge for an advertising agency. How does it communicate a topic that bombards consumers from all directions and attracts their attention? How does it make them associate its client with travel insurance and insure themselves there?
In our preparation of the campaign, we started with the insight that we can have bad luck everywhere. Even on holiday.
At this point we were not far from the campaign’s mascot, who fits the topic perfectly and is incredibly “cute”. The casting crew had her as a clear favourite from the outset – a black kitten called Badluck, who would like to go on holiday with us.
Everyone will instantly understand that a black cat is a symbol of bad luck. And we also intuitively feel that it’s not the best idea to take her on holiday. So, it’s better to be insured. Ideally with our client Wüstenrot.
In addition to billboards and banners, Badluck also appeared on Facebook, where she acted as a holiday consultant. She advised holiday makers what to watch out for, what not to forget before their holiday, and reminded them to get insured before travelling. For something that brings bad luck she is quite helpful, isn’t she?
How do you like Badluck? Would you take her on holiday with you? :)