MELBOURNE: Just Car Insurance has refreshed its logo and tagline to reinforce the emotional connection young drivers have with their cars in a campaign that launches this week.
Just Car Insurance senior brand advisor Tammy Hall said the campaign, the first since the appointment of George Patterson Y&R Melbourne in October 2009, is about understanding that it’s so much more than a car to its customers.
“It’s their pride and joy,” Hall said.“For young drivers it’s about self-expression, individuality and the freedom to personalise their ride. GPY&R have taken this insight and together we’ve immersed ourselves in the market to evolve our brand positioning from ‘Just Is’ to ‘If it’s not just a car’.”
The campaign across radio, print, outdoor and digital starts this week.
In the 12 months to November 2009, Just Car Insurance had a main media spend of $2.2 million, down on $3.9 million in the previous corresponding period, according to Nielsen. Starcom MediaVest books media for Just Car Insurance.
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