State’s new campaign makes insurance Satisfyingly Simple for Kiwis

AUCKLAND, Today: Insurance can be complex, but State is on a mission to make it simpler, launching a new integrated brand campaign to share this vision with New Zealanders.

They’re focused on making insurance easy to get, easy to change, genuinely helpful, and simple to claim.

Launching this week, the campaign keeps State’s signature quirky, optimistic tone at the forefront.

The goal? Ensuring that State isn’t just simple—it’s Satisfyingly Simple.

Si Vicars, Colenso BBDO Chief Creative Officer, says, “State’s quirky and smart brand has brought us so many reasons to like it from The Mistake Report to Tally, so we wanted to focus on what those did best – making the complex world of insurance simpler to understand.”

“We know New Zealanders sometimes can struggle with the complexity of not only insurance but the world around them, so we’ve challenged ourselves to make our experience as simple and enjoyable as possible.” – Jo Harding

Jo Harding, State Marketing Manager, adds, “We know New Zealanders sometimes can struggle with the complexity of not only insurance but the world around them, so we’ve challenged ourselves to make our experience as simple and enjoyable as possible.”

Being satisfyingly simple isn’t just about cutting the unnecessary; it’s about adding a touch of optimism to the world. Partnering again with renowned illustrators Craig & Karl, the campaign’s AV and OOH elements are set to bring a wry smile, hinting at what’s to come.

“There’s a real optimism about the State brand we’ve always loved, and so we’re proud to get the opportunity to share that with New Zealanders. Let’s just say, this really is just the start,” says Jane Merrick, IAG Executive Manager – Brand and Marketing.