Reversing Is Tricky but the Damage Is Reversible in Latest Budget Direct Campaign with 303 Mullenlowe

A simple miscalculation kicks off a disastrous domino effect in another playful instalment of Budget Direct’s longstanding ‘Insurance Solved’ campaign, via 303 MullenLowe.

Called Reversible and live this week across TV, cinema, BVOD, Online, social, OOH and radio, the new campaign once again celebrates Budget Direct’s ability to solve the curliest insurance conundrums, firmly establishing its status as Money Mag’s Insurer of the Year for a record eighth year in a row. 

303 MullenLowe Sydney’s chief strategy officer Jody Elston said Budget Direct was a great example of sticking to a long-term brand narrative with the ‘Insurance Solved’ platform, refreshing it with relatable but highly entertaining stories like Reversible.

“Budget Direct understands that coming to mind in the insurance renewal moment is the objective. That’s why over six years they’ve prioritised work with high entertainment value and distinctive brand assets to deliver their promise of award-winning insurance for less. They also grow relevance by having fun with those little cultural truths all Australians can relate to. And it’s worked incredibly well, delivering unmatched growth for Budget Direct versus the category.”

 

It is also an approach recognised by the broader industry; 303 MullenLowe and Budget Direct’s work is a finalist in both ‘Long Term Effects’ and ‘Brand Value’ categories of the 2024 Australian Effie Awards.

Budget Direct’s chief growth officer, Jonathan Kerr said the continuation of the ‘Insurance Solved’ campaign demonstrates how the right kind of humour and consistency in style can result in long-term brand success.

“Fresh off a top 5 finish in July’s YouGov Brand Biggest Movers list, we are excited to double down once again on our ‘Insurance Solved’ campaign. What we’ve seen since launching the platform in 2018 is a steady pattern of increased brand salience for Budget Direct – and love for the Budget Direct characters of Sarge, Jacs and Chief.  While each iteration tackles a new, often extraordinary situation, what remains a constant is our ability to tap into a style and humour that our audience genuinely responds to.”