Hastings Direct has launched its first campaign from newly appointed creative agency of record Anomaly London, built around a new brand platform, “Here to Save You.”
The campaign runs across TV, VOD, radio and digital, with media planning and buying handled by The Specialist Works.
The platform is built around a genuine tension in the insurance market. Consumers find insurance expensive, complicated and largely passive.
Hastings is using the campaign to shift that perception, with the platform designed to perform across price comparison websites and aggregator environments as much as traditional brand channels.
Toby Allen, CCO at Anomaly, said, “The platform ‘Here to Save You’ works as a mass awareness statement, a value message, a retention play, and as brand behaviour.”
The campaign introduces The Hastings, a team of miniature knight-bot brand characters designed as a scalable creative system, built to appear across every touchpoint from website icons to large-scale out-of-home.
Hastings’ new telematics product, YouDrive, rewards good drivers with fairer pricing, linking the brand platform directly to a commercial product with measurable outcomes.
The platform launch comes as Hastings Direct serves nearly five million customers, positioning the brand as one of the UK’s largest insurers looking to compete on more than price alone.