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Belairdirect breaks new campaign

Insurance company Belairdirect has begun a new advertising campaign featuring its knight-in-armor spokescharacter. The campaign is intended to illustrate how the company listens to feedback from its customers. The 30- and 60-second television creative depicts the knight in a shopping mall, asking people about their "biggest pain" with insurance companies.

"Listening to our customers is important to us and from doing so, we know that savings are important," said Martine Bouthillier, marketing manager at Belairdirect. "So we sent our knight out in public to shed light on insurance savings and discuss solutions that are available to those who switch to Belairdirect and combine their car and home policies."

The national campaign was developed by Sid Lee of Toronto. The television component will be accompanied by radio advertising later this month  in Quebec, Ontario, Alberta and British Columbia. Media work is being handled by PHD Montreal.

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