First work from Rare:Smart for Real Insurance

Newly formed joint venture agency Rare:Smart has released its first campaign for Greenstone’s Real Insurance brand.

“Real Insurance has an opportunity to provide Australian’s with a reminder of the ‘real’ moments of family life; we are featuring typical Australian families in the creative, and the ‘What is real’ campaign aims to position Real Insurance as direct, authentic, and a company that relates to real, hard-working Australians doing their best to provide for their families,” said Sanjay Balakrishnan, General Manager Marketing, Greenstone.

Watch the spot.

Rare:Smart MD Callum McKenzie said the east-west joint venture was a perfect fit for the two agencies that together deliver Real Insurance a national one-stop-shop that is digitally focussed, retail hardened and results driven.

“Rare:Smart combines the very best of Perth-headquartered Rare with the east coast Smart network to create a unique team with enormous, integrated capacity and flexibility to meet any client needs,” said Mackenzie.

Rare’s Creative Director, Brett Wheeler heads up the Rare:Smart creative team working on the multi-million dollar national  account, and strategy and digital production will also be managed out of Perth.  Search and media planning will be driven from Sydney – the former out of the Smart office lead by National Digital Director Bradley Moore.

All media planning continues to be handled by PHD. The combined client service team of around seven working on the repositioned insurance brand also includes Smart’s Group Account Director, Roxanne Tyler based in Sydney.

The launch strategy, concept development and execution came together in a speedy three months. With music from UK artist George Ezra and featuring the voice of Australian actor, David Field, the campaign speaks directly to people feeling the increasing pressures of daily life, and delivers the call to action ‘What are you waiting for?’

“Be prepared to see a lot of Real Insurance well beyond the February launch as it extends through additional insurance products including funeral insurance, income protection insurance, general insurance and home loans,” said Mackenzie. “The campaign extends nationally through 2015 with program integration to achieve optimum target audience reach.”