swiftcover.com, the 100% online insurance provider, launches its innovative new TV advertising campaign on 18 February, featuring the first ever hybrid human-animal animation. An industry first for TV advertising, the quirky human-chicken hybrids were brought to life by extensive post production overseen by Absolute's senior VFX artist Hani AlYousif, who has also worked on blockbuster movies such as Gladiator, Babe, Harry Potter and Back Hawk Down.
The unique human-animal hybrids were created by tracking the actors' heads and shoulders onto film of real chickens, rather than shooting the actors in chicken costumes. AlYousif's digital effects team collaborated closely with HLA director, Jamie Rafn, to develop the process.
The advert's creative, the inspiration of MWO's creative team, focuses on two weary 'Fowl Car Insurance' staff taking their tea break. They stand on the street, clutching their cups of tea, as Mildred (a full-costume chicken) bursts out of the office and dashes across the street to an internet café to get a quote for her car insurance online. Thanks to using swiftcover.com, Mildred is able to complete the transaction in under 60 seconds. As their tea break ends, the hybrids get back into their full outfits by putting their chicken heads back on. They trudge back to office to continue their tiresome duties, one of them remarking: “Now I know why the chicken crossed the road.”
This new television campaign aims to further build awareness of swiftcover.com's 100% online car insurance service, with the key message that consumers can get a quote online in 60 seconds.
Tina Shortle, Marketing Director at swiftcover.com comments: “We are very excited about this new campaign because of the amazing animation created by Hani AlYousif and the rest of the production team and the clear message of the unique 60 second quote service we offer. We wanted to take the campaign and the brand further on from the 'clucking chickens' to generate more awareness of the key 60 second quote service we offer, but retaining the creative impact of the previous campaigns.”
Tim Mortimer Managing Partner of MWO - agency behind the Swiftcover campaign said “Building a brand with distinction in the Insurance market is always challenging, we have a great proposition and a sense of humour! - we should do well.”
www.swiftcover.com
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About swiftcover.com
www.swiftcover.com is the UK's only 100% online insurance provider and offers a car insurance quote in under 60 seconds.
www.swiftcover.com won the General Insurance Website of the Year Award at the 2005 Insurance Times Awards.
www.swiftcover.com won the Best Travel Insurer Award 2007, voted for by consumers at
ReviewCentre.Com, the leading consumer review website.
AXA UK acquired www.swiftcover.com in February 2007.
About AXA
AXA UK is a part of the AXA Group. AXA is a world leader in financial protection. AXA's operations are diverse with major operations in Western Europe, North America and the Asia/Pacific area. AXA employs 120,000 staff and tied agents and, as of June 30 2006, had €1,091 billion in assets under management. AXA reported total IFRS revenues of €72 billion and IFRS underlying earnings of €3,258 million for the full year 2005. Our previous company performance is not a guide to how we may perform in the future.