Admiral Insurance is targeting customers looking for “multi-value” insurance through a campaign that puts customer values at the heart of its brand storytelling.
While the insurance sector is dominated by price comparison sites, the ‘Lost and Hound’ campaign represents a move away from product- and price-driven messaging to fostering trust, care and long-term relationships.
The campaign builds on Admiral‘s new brand promise, “Always Looking Out For You,” with the story of ‘The Admiral,’ her iconic hat and her sidekick Alfie, set in the fictional town of Admouth.
It aims to deliver an emotionally resonant experience, recognising that while insurance often accompanies major life milestones, it can also be associated with confusion and frustration.
Katie Dulake, head of brand at Admiral, said: “This campaign represents a pivotal moment for Admiral as we shift our focus to what truly matters to our customers – trust, care and being there for them when it counts,
“‘Lost and Hound’ really encapsulates our brand promise of ‘Always Looking Out For You’ and highlights the emotional connection we aim to build with our customers.”
The campaign runs through to the end of October and spans multiple channels, including TV, BVOD, outdoor, radio, digital and social media.
Creative assets feature 30-second and 10-second TVCs, 30-second radio spots voiced by Sally Phillips as ‘The Admiral’ and three distinctive out-of-home executions.