Cover For Almost Every Home

Creative studio Ourselves has created a humorous new TV and OOH campaign for Homeprotect, the home and buildings insurer that specialises in insuring non-standard properties, after winning the business following a three-way pitch in May.

In the TV ad, a farm shed without a roof, a converted double decker bus, and a tree house are among properties used to highlight the 3% of homes Homeprotect can’t insure – as showing the 97% it can insure would be too many to squeeze into one ad.

The OOH campaign extends the theme, with examples of homes Homeprotect can’t ensure including one with a shark crashing into the building’s roof.

The endline encapsulates the creative idea’s theme: “Cover for almost every home”.

Breaking in the Midlands on July 24 ahead of a possible national roll out, the new campaign is the brand’s first TV outing.

Aaron Howard, Creative Director at Ourselves, said: “Homeprotect asked us to help disrupt the sleepy, staid, and conservative home insurance market – driving fame and sales, to position Homeprotect as the go to-brand for non-standard customers.

“The team’s appetite for bravery and doing things differently to communicate their unique offering shone through at every stage of the process.”

David Joyson, Chief Customer Officer at Homeprotect, said: “We chose to work with Ourselves as they offered a winning combination of top-notch strategy and creative brilliance.

“They really understand our challenge of offering a solution that people don’t know they need, and we were impressed by their proven track record in having worked successfully with brands with similar challenge.”