1st March 2013
Insurance broker Hastings Direct will be back on TV this March, as the company tests a new brand proposition. Three new thirty seconds car insurance advertisements have been produced built around the company's new strapline — refreshingly straightforward insurance.
Hastings, along with Antidote, its new strategic brand partner, conducted extensive research which highlighted the fact that customers generally don't trust insurers and they are fed up with rising prices. Feedback from Hastings' own customers was that they championed the straightforward, transparent nature of the company's products and pricing. This initial campaign will focus on building awareness of the brand, its products and approach to a wider audience.
The company mascot Harry Hastings has a new look and is voiced by Downton Abbey's Hugh Bonneville — he is a straight talking consumer champion. A new vivacious character called Stephen Seagull is also introduced (voiced by James Buckley from The Inbetweeners). In the adverts, Stephen gets carried away with marketing promises and Harry brings him back down to earth with refreshingly straightforward advice.
Gary Hoffman, Group CEO, Hastings: "As one of the fastest growing insurance providers in the UK, it is now fitting for us to return to television advertising after a four year hiatus. Since last being on TV, Hastings has undergone a complete transformation and this has been reflected in our new look Harry, creative approach and brand proposition."
The TV launch is part of a multi-million pound multichannel integrated campaign co-ordinated by RAPP Media and LBi including radio, digital, press and direct marketing. To view the new look ads please visit our multimedia page.