Some things are worth celebrating. Like when a great campaign comes together, or when a brand has the courage to do something bold and unexpected.
For ALA Insurance, the challenge was clear: how do you make something as straightforward as GAP insurance feel captivating? We worked with the team to launch their new campaign, “Fortune Favours the Insured,” a creative leap that blends the mystical with the methodical. The idea was to highlight the unexpected moments that can lead to a car write-off, and show how a forward-thinking piece of insurance can be a safeguard. The result was an atmospheric radio campaign voiced by the wonderful Pam Ferris, complemented by spell-binding tarot card illustrations across social by the talented Ana Jaks.
Our role was simple: to bring straightforward, smart planning to a campaign built on strategic thinking. Through a targeted digital audio campaign on DAX, we’re now educating and entertaining new car owners on the protection GAP insurance offers. By leveraging enhanced tracking, we’re measuring the on-site journey of listeners to gain actionable insights that will optimise the activity and inform future campaigns. It’s a perfect example of how bold creative, powered by smart planning, can cut through the noise and make people notice.
As Harriet England, ALA Insurance, said themselves: “It’s about celebrating the forward-thinkers, the just-in-casers, and those who look to the future… huge thanks to Notorious for their straightforward, smart planning.” For us, it’s a privilege to work with such talented people and see a campaign that we’re all so proud of come to life.
Huge congrats to the teams at Team ALA Insurance, Meanwhile, and of course, Team Notorious (Megan Boden, Catherine Offord & Grace Chilcott) for making this a true lightning bolt moment.
Want to see what else we can do for your brand? Let’s make some noise together.