Case History Database

Budget Direct had made the tough decision to move on from their popular anti-ambassador Captain Risky despite the campaign achieving incredible performance. They needed to appeal to category buyers beyond the current focus on promiscuous ‘deal-hunters’. A new brand platform for Budget Direct was born - Insurance Solved. In just six short years, the brand evolution saw Budget Direct increase its brand value dramatically. It doubled its salience and shifted its brand equity to build greater confidence, while retaining perceptions of price competitiveness, despite its price advantage closing. This translated to serious business growth.