Who: Onlia Insurance, with Blackjet for strategy and creative, True Media for media buying and strategy. What: “Go Online With Onlia,” a campaign featuring a new brand focus on the convenience of arranging home and auto insurance with Onlia. When & Where: The campaign launched May 30, and will run through the end of the year on TV and online video. Why: Since its first mass advertising campaign in late 2019, Onlia has put a heavy emphasis on safety. The launch campaign talked about making a safer Canada, while followup versions positioned the brand’s safety obsession as a way to save money. The original campaign was by DDB, though later work was done by Onlia’s in-house team. Those loftier brand stories have been replaced with more functional positioning in order to reach millennials with a message that Onlia offers a simpler, more convenient way to insure their car and home. “Onlia’s benefits are crystal clear and simply said in the new spot,” said Julia Stein, Onlia’s senior marketing lead in a release. “Instead of trying to out-gimmick the competitors in a very crowded market, we focused on what makes us unique.” How: Two different but similar spots—one for auto and…
Read More
Onlia puts focus on simplicity over safety – – The Message
