Co-op puts a positive spin on insurance in new campaign

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by Charlie Spargo

Co-op Insurance are showing people buying insurance doesn't need to be scary or offputting with their new social campaign 'For Life's Adventures'.

The series will be visible across Facebook, Twitter and Instagram Stories, and has been created in association with PSONA Twelve. It promotes the full portfolio of insurance products the Co-op offers - including pet, life and travel cover.

Co-op Insurance's Head of Digital, Chris Twigg, said: “We wanted PSONA Twelve to deliver a campaign that fit with the persona and voice of the wider Co-op Group: friendly, helpful, and community-focused.

"Their work has achieved this brilliantly and illustrates that insurance doesn’t have to be something to be afraid of.”

In the clips, passers-by are encouraged to hit an oversized button reading 'press for adventure’. Next, they get a prompt to do something adventurous - such as "make someone's day" or "do the hula-hoop". It's an intentional step away from insurers' standard practice of advertising insurance through fear and negativity, instead promoting it as positive and for everyone.