Challenge

Ohra is a direct insurance company who’s previous campaign ‘The Purple Crocodile’ had been very successful in the way that everybody knew the purple crocodile. Unfortunately too little people connected the campaign to Ohra, so they asked Etcetera to develop an answer to the brief.

Insight

I delivered the insight that the brand had to emphasize the brand benefit ‘Direct Result’ in the brand claim, in order to improve the connection between the brand and the campaign.

Idea

The former brand claim ‘Direct Insurance, Direct Result’ was shortened into ‘Direct Result’ as ‘Direct Insurance’ emphasized the category instead of the brand.

Eventually it was turned into ‘Directly Fixed’

Impact

The connection between the brand and the campaign was improved.

Ohra’s pay-off is still ‘Directly Fixed’

TV ad

Touchpoints