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Ratesdotca begins car insurance campaign

Ratesdotca, a Toronto-based online service that allows consumers to compare rates on products such as insurance, mortgages and credit cards, has begun a new campaign focusing on automobile insurance. The campaign, called “Don’t Get Milked,” was developed by Zulu Alpha Kilo. It includes television and online video advertising that highlights the site’s ability to save consumers money. The creative makes use of the image of a cow’s udder attached to a car. The campaign also includes radio, digital and out-of-home ads using the tagline, “Don’t get milked on car insurance.” Media work is being handled by OMD. The main campaign elements will run until June 30, while its digital and social media components will run until the end of the year.

“We know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,” said Zak Mroueh, chief creative officer at Zulu Alpha Kilo. “That’s why we had to do something breakthrough to get the attention we were looking for. We landed on a very clear, but extremely memorable way of getting Canadians to think about their car insurance and realize that they might be overpaying.”

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