Belairdirect feels ”oh-so-pretty”!
Belairdirect insurance’s new national campaign (by Sid Lee) is taking on a musical approach featuring a re-arrangement of a major classic: I Feel Pretty from West Side Story. Showcasing anthropomorphized automobiles singing the song, as they are happy to be repaired, the spot is as bright and fun as can be.
The creative is promoting Belairdirect’s mobile app and the ease it aims to bring claims filing, through things like the ability to manage claims from a phone and to instantly upload associated images of dents and damage. Music Rights Clearance team got to clear and negotiate the publishing rights with estate and management and participated in finding and clearing the song in the French version of the spot.
As an article on The Message reports, “the new cinematic approach has not only boosted Belairdirect’s awareness scores, but has also had a positive effect on attributes including likability, brand linkage and purchase intent. “We’ve received very positive feedback to this platform.”
“It demonstrates in a very joyful way that when an accident happens, managing your claim with belairdirect is very simple,” says Leclerc. “We wanted to tap into the universal truth that people want to always feel in control.”
We couldn’t agree more!