Budget Direct will "ride the wave" with Captain Risky

Rachael Micallef
By Rachael Micallef | 12 January 2015

Insurer Budget Direct is planning on 'riding the wave' when it comes to engagement with its newest character Captain Risky, but is likely to broaden his remit across its suite of products.

The character comes as part of a branding campaign from the insurer's newly installed creative agency 303Lowe. It continues the insurer's penchant for storytelling, but marks a shift from its previous brand characters of alien couple Zeek and Zia.

Speaking to AdNews Budget Direct director of marketing and digital Jonathan Kerr said in terms of the longevity of Captain Risky, it is up to the consumer.

“Ultimately you hand over this character and campaign to the public and you ride the wave of what way they want to interact,” he said. “If you're very fortunate the public embrace it and they want more.”

Kerr remained tight-lipped on what was next for the bold and brazen Captain Risky, but said the character worked across all of its products which includes insurance for car, home, health and travel.

“The thing is because you can put the character in situations when he is driving a car or he is in a home, you can spend less subtitling the ad and the ad works as a story,” he said. “There is a lot more Captain Risky coming.”

Kerr added the 30 second version is the base that shows the direction for the rest of the campaign when it comes to combining strong branding with a product promise. 303Lowe head of planning Jon Mckie said the new campaign, which includes a TV ad broken into 60, 30 and 15 second cuts, has found a good balance between push and pull.

“It's about maintaining the balance of both and I think the nice thing about our TV work is that it has that push and that pull messaging,” Mckie said.

“There is the pull of the engagement with Captain Risky and then we've got a bit of push messaging at the end.”

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