NZI - Devils Chair
Most businesses now rely entirely on their broker’s advice when it comes to choosing insurance brands. Many don’t even know who they’re with. This shift of power threatened NZI’s future. To avoid becoming a price-driven commodity, they needed to re-build their brand directly with clients.
To break the inertia, the primary focus was getting noticed and, more importantly, liked – in one of the dullest, least-engaging categories possible. “Devil’s Chair”, quickly became one of NZ’s most popular TV commercials, incorporating humorous story telling and an iconic soundtrack. NZI now scores first place in consideration for business insurance, displacing key competitor, Vero.