RIAS Insurance chooses The Black Hole for DRTV

1 Million reasons why RIAS Insurance chose The Black Hole for DRTV and sponsorship campaigns

Over 50s insurance provider RIAS has, this month, launched its latest direct response TV campaign. Developed by Leeds integrated marketing agency The Black Hole, the adverts for home and car insurance aim to drive enquiries and brand awareness, and are running across digital and terrestrial stations in daytime slots from May.

The adverts complement the specialist insurance provider’s eight existing ITV3 sponsorship idents, also created by The Black Hole, which doubled ident recall and contributed towards an 18% increase in brand awareness after just one month on air. Supporting items include a YouTube advert, ‘Making of’ film and new suite of photography based on the adverts. All delivered within a challenging timeframe of four months.

Both adverts aim to put RIAS on the over 50s’ shopping lists at the time of their renewal, when they’re considering their important insurance purchases, and feature key messages including the personal touch, dedicated support, feeling at home, and experience having its rewards.

The ‘One Million Reasons’ campaign recognises that RIAS is expertly equipped to tailor its range of products and services to meet its customer’s individual needs.  It also celebrates the fact that RIAS has recently gone through the one million customer threshold.

Karl Stones, Creative Director, The Black Hole said: “Key to success is getting people to trust RIAS, which is what makes the ‘1 million customers’ insight so powerful for increasing brand awareness as well as engaging the audience. It enabled us to make emotive, benefit-driven adverts, based on a million real, happy RIAS customers. And it proves the credibility of the RIAS brand.”

Sarah Howe, Marketing Director, RIAS said: “The RIAS DRTV campaign is an exciting creative development which uses the insight we have about our customers to reach the diverse, individual and busy over 50s. By recognising there are many reasons why over one million over 50s up and down the country already trust RIAS as their insurance provider, the adverts deliver a clear call to action. Consumers can be reassured that they can trust RIAS to look after some of the things they treasure and, in turn, be looked after too.”

The Black Hole worked with production company PSA Films and post production house 442.tv. The adverts were directed by Keiran McGuigan, whose previous credits include Director of Photography on ‘The Other Boleyn Girl’, ‘Spooks’ and ‘Hustle’.

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