AA Insurance and Quantum Jump discover pets’ secret lives

With the help of Quantum Jump, AA Pet Insurance has launched an innovative new brand platform, tapping into the question that all owners ponder – what exactly does my pet get up to when I’m not there?

Adel Prayugo, Marketing Manager at AA Partner Insurances, explains “We often hear the funniest stories of what pets get up to behind closed doors. These have sparked interesting insights for us and highlighted a genuine need to bring these stories to light. Moreover, it underscores the crucial role that AA Pet Insurance can play to help.

The innovative campaign leverages user generated content, showcasing the mischievous antics of cats and dogs. From Labradors wedged in cat doors, to Tabbies taking unintended plunges into hot tubs, it’s clear that pets sometimes find themselves in situations where they could use a little help.

The digital-led campaign has launched on TikTok, Instagram, Facebook, TVNZ+ and other streaming services; early consumer reception has been hugely positive with owners sharing what sticky situations their own pets have got up to whilst being left alone, and early indications show leads and sales are significantly up. 

’As a pet parent myself, I always marvel at what our fur family get up to when we’re not there’ says Wayne Pick, Creative Partner at Quantum Jump. ‘And I’m not the only one. The internet is awash with evidence of pets getting into mischief when they’re left alone. So we’ve started a relationship with AA Pet Insurance customers, who’ve been more than eager to share films of their pets up to no good. With this campaign, it’s good to know if your furry friend does end up in trouble, at least they’re going to be looked after’.

Part of the strategy invoIves teaming up with leading international pet technology company Petcube to help understand pets better. “We’re really excited to partner with the team at Petcube and look forward to sharing some innovative ideas with our customers over time, that will both help them have visibility of what their pet is up to and where it is, allowing the pets of AA Pet Insurance customers to play a little freer” said Prayugo.

Credits:

AA Pet Insurance

Paula Castle – Marketing Lead

Adel Prayugo – Marketing Manager

Quantum Jump

Wayne Pick – Creative Partner

Drew Ayers – Creative Partner

Scott Kelly – Copy

Justin Biddle – Digital & Production

Craig Murray – Motion Graphics

Zoë Macdonald-Mair – Project Director

Bella Chaytor Waddy – Account Manager

Ben Goodale  – CEO

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