Colenso Helps State Simplify Insurance With 'Satisfyingly Simple' Campaign

State is on a mission to simplify insurance in a complex world, letting New Zealand know via a new integrated brand campaign. 

They’re making insurance simpler to get, simple to change, simply helpful and simple to claim.

Launching this week, the campaign retains State’s quirky optimistic tone.

Ensuring State isn’t just simple, it’s Satisfyingly Simple.

Si Vicars, Colenso BBDO chief creative officer, said, “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.”

Jo Harding, State marketing manager, said, “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.”

Satisfyingly simple isn’t just about cutting out the unnecessary. It’s about bringing a bit of optimism to the world too. Collaborating once again with famed illustrators Craig & Karl, the AV and accompanying OOH campaign will bring a wry smile, setting the tone for what’s to come.

Jane Merrick, IAG executive manager – brand and marketing, said, “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.”