Bingle is easy enough for apes in brand relaunch

Rachael Micallef
By Rachael Micallef | 19 January 2015

Car insurer Bingle has launched a new branding campaign based around the message that it makes insurance simple.

The campaign, by creative agency The Monkeys, is based around the tag line “Bingle. As simple as it sounds” and is based on research suggesting insurance is a grudge purchase that people prefer to get done quickly.

The brand's launch commercial shows a sky diving chimpanzee going online to emphasise the claim that “you can get a quote in under two minutes”.

The campaign will be extended with other characters getting insurance quotes such as a jazz flautist who gets his pet crab to dance his way through the quote process.

Bingle brand manager Jasmine Hildebrand said the campaign empathises that people have “better things to do than worry about insurance”.

“We wanted to challenge category conventions in a light-hearted way,” Hildebrand said.

“We get insurance is boring so we're here to make it as simple as possible because life is too short to waste on insurance.

“With The Monkeys' strong digital and strategic offering, as well as its provocative and light-hearted creative, it's very exciting to see the pact this campaign is already having on the brand.”

Bingle isn't the only insurer to play on the idea of making insurance interesting. Budget Direct recently launched its new branding campaign, introducing audiences to the character of Captain Risky.

Bingle's campaign will be supported by digital, press and out of home advertising.

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