Leo Burnett Orchard conceptualises quirky campaign for Acko

The films show slice-of-life situations which highlight low insurance premiums offered by Acko

e4m by exchange4media Staff
Published: Feb 25, 2020 3:07 PM  | 2 min read
Acko Car Insurance

Acko, the new-age online general insurance brand, has launched its latest digital marketing campaign today. Conceptualised and created by Leo Burnett Orchard, the intent of this campaign is to empower the consumer with knowledge about how Acko ensures incredibly low insurance premiums as there are no commissions involved due to its disruptive and differentiated digital-only business model.

Traditionally, auto insurance renewal has been done through the services of third party agents and middlemen which leads to higher premiums as their commissions are built into the pricing. Acko disrupted this model by taking this entire insurance renewal journey online, making it transparent and directly accessible to the user. Being a direct to consumer brand with no commissions being paid, Acko has been able to ensure it offers low premiums to its consumers by passing on this saving.

The creative executions show slice-of-life situations, where two friends get into a conversation around the surprisingly low car insurance premiums offered by Acko. Both the films have a humorous yet educational tone, where a third guy present in the scene overhears the two friends discussing the matter. Though initially annoyed he is finally happy to get the relevant information that- because of no agents on Acko there is no commission and hence the insurance premium offered is less. This is a follow up digital campaign to Acko’s previous ad campaign “Ismein Dimaag Kya Lagana”.

Kavita Chowkimane, VP Marketing said, “Insurance has always been perceived as a complex and tedious process. Consumers today want insurance options that are cost-effective along with a purchase and claim process that is simple and hassle-free. Acko offers a new way of buying insurance directly from an insurer, and users are less informed of what makes it possible for Acko to deliver this value and ease of purchase. Our campaign is inspired by the thought of informing consumers that transparency and fairly priced insurance are now being offered to them as there are no more agents in the picture.”

Ashish Sharma, AECD, Leo Burnett Orchard says “Consumers often grow apprehensive about how a brand can offer a better price than the rest of the category! With this film, we wanted to dispel any misconceptions and offer an understanding of how by opting to buy insurance directly from ACKO and dispelling the middle man one saves the commission they would pay otherwise. All in a simple direct message with a slice of life humour.”

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