Priceline has launched a campaign for its new insurance offering, Priceline Protects, targeting female consumers with the tagline, “Insurance that understands women.”
Priceline marketing director Amanda Connors said that Australian women had struggled to connect with insurance brands in the market, and felt “bombarded with the same old messages that have been around in the insurance industry for years.”
Women want “straight-forward, affordable, relevant insurance”, she said.
Developed by Working Girls Creative, the ads will run during breakfast TV and in cinemas, supported by messaging in women’s magazines, direct marketing, PR and digital.
Working Girls director Jo Talbot, commented: “The Priceline Protects TV spot takes women on a journey through the milestones of life, milestones that every woman can relate to, and shows them how insurance fits into the bigger picture. It’s about providing mums with the wake-up call that they never had.”
Media was planned and bought by Media Merchants, direct marketing by Global Red with PR by Res Publica.