Coverfox.com unveils campaign focussing on car insurance

By A Correspondent

Coverfox.com has launched its second car insurance campaign that comprises a set of three new TVCs that are quirky and tongue-in-cheek.

Coverfox.com is an advocate of making the insurance-buying and managing process hassle free and quick for its users. TheseTVCs employ humour to establish the need for insurance in our daily lives and the ease and swiftness with which Coverfox.com helps them do it. True to its promise of changing the language and conversation around insurance, these ads are fun and humorous and are told in a tight 15 second format. The advertisement encourages people to renew their car insurance in a quick, convenient and easy way to outfox unforeseen risks in life which are unavoidable. The TVCs have been conceptualized by BBH Mumbai and go on air on 17 January, 2016 on national channels such as Discovery, History TV18, Colors HD amongst others.

With these TVCs, Coverfox.com is trying to address one of the major problems in the country i.e. procrastination in insurance renewals, especially in car insurance. Though it is mandatory, people are still reluctant to renew it in time. The advertisement reinforces the importance of renewing a car insurance as emergencies can derail you anytime, anywhere. The campaign reinforces the Coverfox.com ethos: taking measured risks to keep ahead in life.

VarunDua, CEO, Coverfox.com says, “We at Coverfox.com are constantly striving to make the entire experience of buying insurance easy, swift and convenient. We wanted to convey that in our TVCs. Insurance advertising is synonymous with serious conversations, and we realise that consumers are tired of the melodrama in such commercials. To us, it is important that we cut-through the emotional baggage and employ humor and wit, in an industry perceived to be boring. In BBH, we’ve found experts who understand this well and help develop our messaging on point to this mandate”. He further said, “The new TVCs have been developed to sensitize the viewers about the importance of renewing car insurance in a quirky, fun way. The underlying core messaging is to be fearless with the right insurance in your bag.  As a brand, we are striving to ensure that people are always prepared to do more with their life and live beyond risk.”

Russell Barrett, Chief Creative Officer and Managing Partner, BBH said, “It is great to work as Coverfox.com’s partner in shaping its brand personality. It has been rather quick in distancing itself from its competitors. Both with its product as well as its advertising. When the world is busy with extremely long format stories, it’s great fun to make sharp, memorable and funny 15 second ads. We all enjoy working with Coverfox and it shows in the output we’re able to deliver for them, time and again.”