People delay travel insurance. While it’s one of the most important things to sort out before you travel, it’s often at the end of the to-do list, with 40% of people leaving it until the last week before they go on holiday.
Rather than trying to change this human behaviour, we leaned into it, reassuring customers that with a process that is quick and easy, Southern Cross Travel Insurance lets you get back to all the fun parts of holiday planning.
The campaign ran on social, digital and in contextual OOH placements, including shopping centres and airports, and featured immersive visuals that take the viewer to that lovely headspace you find yourself in when you’re dreaming about an upcoming trip.
A YouTube bumper that “hacks’ format by appearing to skip the ad for you, extends the idea, as if you’re planning a trip there are likely things you’d rather be doing than watching ads.
Throughout the campaign, Southern Cross Travel Insurance shows up at a moment where consumers have a genuine need for the brand, and the product truth of ease lets them get back to the joy of travel.
