Insurance provider esure has launched a new campaign with echoes of the past to boost its brand awareness and reconnect with UK consumers in a competitive but low-engagement category.
The ‘Calm Down, Deer’ campaign revisits the insurer’s long-running ‘Calm Down, Dear’ platform – but updates the concept for modern audiences with the introduction of a new animated character known as ‘Dave O’ Deer’.
Developed by Guy & Co with media managed by VCCP Media, the campaign focuses on moments of customer anxiety and common triggers – from car accidents to home-related issues – to position esure as a source of reassurance.
Building on previous campaigns, TV presenter Lorraine Kelly returns as the calming voice of the brand as it seeks to differentiate itself with high-impact placements across TV, social media and digital out-of-home.
Gareth Haggerty, head of brand and marketing at esure, said the campaign aims to reinforce the insurer’s role in reducing stress during moments of uncertainty – using humour and familiarity to build connection with audiences.
“This campaign brings back a familiar idea in a bold, distinctive and highly memorable way, using humour and warmth to show how we help take the worry out of everyday insurance moments.
“It’s about making people feel calmer, more confident and reassured when they need us most.”
Early testing ranked the campaign in the top 2% of insurance ads, based on the System1 advertising testing and effectiveness platform, which evaluates how well campaigns are likely to perform with consumers.