FBD Insurance launches new ad campaign showcasing support for its 500,000 Irish customers

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Tuesday, 1st September 2020: FBD Insurance has launched a new brand campaign that highlights support for its 500,000 car, home, farm and business insurance policyholders throughout Ireland.

This campaign aims to celebrate FBD’s position as Ireland’s leading homegrown insurer and the feeling of support its customers have been enjoying for over 50 years. Independent research has highlighted FBD’s heritage and customer centric ethos as unique competitive advantages. However the brand has typically been stronger in rural Ireland with an aspiration to grow its urban footprint.  This campaign looked to address this lack of awareness via a big idea and highly distinctive communications which target a much wider audience.

The ‘Support. It’s what we do’ campaign is an evolution of the company’s Team Ireland sponsorship campaign, which launched earlier this year and promotes larger than life Olympians in epic, cinematic Irish landscapes. FBD  built on this concept to deliver a brand led awareness campaign, which highlights the support they offer to all Irish drivers, homeowners, business owners and farmers. The creative approach demonstrates support by featuring human, everyday icons integrated into Irish landscapes, showing that the big things in customers’ lives are big things to FBD.

The integrated campaign launches on September 1st and includes a 30” TV spot, which is supported by digital, social and in-branch communications.  The film, directed by Richard Chaney of Piranha Bar features the iconic track ‘Always’ by award-winning Irish singer-songwriter Gavin James and covers a variety of striking Irish locations including  the Samuel Beckett Bridge & St Stephens Green (Dublin), Kilkee Cliffs (Clare), Avoca & Silver Strand (Wicklow), Connemara (Galway) and The Eyeries (Cork).

John Cahalan, Chief Commercial Officer FBD, said: “We are excited to launch our new brand campaign showcasing FBD’s range of products as we continue to grow awareness and customer numbers in the Irish market. As Ireland’s largest home-grown insurer, we are proud of our roots and of how FBD has evolved over 50 years.  This campaign brings our brand promise to life against a backdrop of iconic Irish landscapes.  

Colin Hart, Creative Director, The Public House added: “This new campaign communicates the care and support that FBD offer through visualising that big things in their customers’ lives are big things to FBD. We’ve been able to continue the consistent look and feel of the Team Ireland campaign, but to move it forward”.

The Public House is an independent strategic and creative agency in Dublin, with clients including Jameson, Paddy Power, EPIC: The Irish Emigration Museum, and Independent News & Media. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a philosophy that ‘Boring Doesn’t Sell’.


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