FBD Insurance has hired creative agency The Public House to create a new customer support campaign. The company, which was first founded to service Ireland’s farmers, now has around 500,000 car, home, farm and business insurance policyholders across the country. The new campaign highlights FBD’s position as Ireland’s only homegrown insurer.
Research identified FBD’s heritage and warmth as unique competitive advantages. However, given its history, the brand has typically been stronger in rural Ireland with an aspiration to grow its urban footprint. The campaign looked to address this by way of a big idea targeted at a much wider target audience, including urban and suburban dwellers.
FBD’s consumer marketing manager Nicola Ging said ‘Support. It’s What We Do’ is an evolution of the company’s Team Ireland sponsorship campaign, which launched earlier this year. FBD built on this concept to deliver a brand led awareness campaign, highlighting the support they offer to all Irish drivers, homeowners, business owners and farmers.
FBD’s support is offered through through measures such as their Farm Protect Programme, extended WFH cover or rebate of car insurance premium savings to underpin the brand promise. The campaign includes a 30” TV spot, digital, social and in-branch communications. The film, directed by Richard Chaney of Piranha Bar features music by Gavin James.
