SECTOR:
HOME INSURANCE
YEAR:
2023
ROLE:
CREATIVE DIRECTOR
Sky Protect
challenge.
Launch Sky’s entry into smart home insurance, a new category for the business, and establish credibility in a highly commoditised market, whilst you might think 'home insurance YAWN' this really was a market that was crying out for a unique and innovative creative campaign.
the idea.
The choice of fairytales for this launch campaign was a strategic one. The Three bears and the Giant from 'Jack and the beanstalk' are not only iconic characters in their own right, they're also closely associated with being house proud and protective of their homes. We developed the brand identity, narrative platform and campaign system to launch across two markets.
Youtube:
Instagram reels:
Digital:
The Impact:
6.6 million impressions at launch
22% above early sign-up forecasts
Established long-term creative framework for the brand
testimonial.
At Sky, we have a heritage in entering new markets and shaking them up, and we’re about to do the same with home insurance
Stephen van Rooyen
CEO Sky Group
