Rare thinks Smart for Real opportunity

Perth creative agency Rare has teamed up with McCann’s east coast-based Smart network to create a new multimillion-dollar national campaign for Real Insurance.

A new “bespoke national agency”, Rare:Smart, was created to produce the campaign for the brand.

Real Insurance provides life, income protection, pet and funeral insurance and is part of the Hollard Group’s insurance and financial services company, Greenstone.

The campaign, which launched on Monday, coincides with growing rumours that Hollard is preparing to float Greenstone on the Australian Securities Exchange.

The campaign was developed quickly, with launch strategy, concept development and execution coming together in just three months.

But for Rare, its share of the Real Insurance account represents a major piece of work: the television-led campaign — called What is Real? — is ongoing throughout 2015.

Rare creative director Brett Wheeler heads the joint venture’s creative team.

Strategy and digital production will also be managed out of Perth, while search advertising will be handled by Smart in Sydney. Media planning is with PHD.

Mr Wheeler said the campaign would create “an emotional bond with potential customers”.

“It focuses on the ‘real’ moments of life; the small, everyday sacrifices we make for the most important people in our lives — family,” he said.

Rare:Smart managing director Callum Mackenzie said the joint venture provided Real Insurance with “a national one-stop-shop that is digitally focused, retail hardened and results driven”.

“Be prepared to see a lot of Real Insurance well beyond the February launch as it extends through additional insurance products,” he said.