Swinton Group returns to TV with £3.7m BJL ad campaign

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by Simon Austin

Manchester-headquartered insurance broker Swinton Group has returned to TV after three years with a  £3.7m multi-media campaign by creative agency BJL.

The team developed the strapline ‘turn Nagging Doubt into nothing-to-worry about’ as the theme of the branding, which spans TV, press, social media, direct mail, online display, PPC and in-branch promotion.

The concept is rooted in the insight that consumers often buy insurance in haste, without guidance.  A ‘Nagging Doubt’ puppet (above) embodies the worries consumers feel about their insurance.

It was created by Hollywood special effects creator Robert Kurtzman and features across the campaign. Kurtzman is a special effects expert and has worked on cult classics including From Dusk till Dawn, Spy Kids and A Nightmare on Elm Street 5.

The TV ad was directed by Julian Pugsley through Love Commercials.  He has also worked on campaigns for Kmart, Amazon & Eastpak.

Anne Kirk, MD at Swinton Group, said: “Our Nagging Doubt campaign brings to life the fears customers have of not really knowing what their insurance covers and communicates how Swinton will allay those fears. As a broker working with a carefully-selected panel of insurers, and with 60 years’ expertise of guiding and supporting customers, we are uniquely positioned to help understand exactly what they’re getting when they buy a policy.

“It’s for this reason that we’ve invested £45m in our technology and digital capability to support our customers wherever and whenever they need it.  We aim to reassure customers that the insurance decisions which they’re making are right for them - helping to turn those Nagging Doubts into nothing-to-worry about.”

The team at BJL in Manchester was led by creative director Richard Pearson.

He said: “We’ve all been there – that moment when you are buying insurance, when you think it looks right and you tell yourself you’re sure it’ll be fine. You hope if the worst does happen everything will be ok. It’s a problem that Swinton is perfectly placed to solved by restoring confidence among consumers when making insurance decisions.

“We worked with experts in their field – Robert Kurtzman and Julian Pugsley – to bring this problem, the anti-hero ‘Nagging Doubt’, to life by creating an animatronic creature designed to be a little disconcerting to the viewer before communicating Swinton’s point of difference. They are here to help their customers feel confident about their insurance and the decisions they make.”

The campaign will launch with three TV adverts for the brand, home and car, and marks Swinton’s return to the small screen after three years. The first advert aired this morning and will then feature across a range of television channels including ITV, Channel 4, Channel 5 and a range of Sky and digital channels until mid-December.