Onlia breaks Safety Obsessed campaign
Insurance company Onlia has begun a new advertising campaign called “Safety Obsessed.” Developed by DDB Canada of Toronto, the creative depicts exaggerated in-car precautions to highlight the company’s “prevention-first” approach to rewarding customers for positive behaviour. The campaign includes three 15-second broadcast commercials, out-of-home ads, online video, banner advertising and social media content. The campaign will run into 2021, with two additional executions to be released that year. Media work is being handled by Media Experts.
“A lot of thinking went into the strategic pivot from our ‘All for Safety’ positioning in the past, to our new ‘Safety Obsessed’ advocacy, which is a significant brand differentiator in the insurance category today,” said Olivia van Eyk, head of marketing at Onlia. “With this new creative, we are challenging the notion that being ‘safety obsessed’ can’t be fun, because we believe it can, and everything about this campaign, from the strong colour palette to the stylized visuals, showcase exactly that.”