Bingle unveils 'as simple as it sounds' brand relaunch and campaign via The Monkeys

Chimpfall 4.jpgOnline car insurer, Bingle, is relaunching its brand with a decisively different campaign, created by The Monkeys, demonstrating how simple it is for people to get a car insurance quote and save money.

The campaign message, "Bingle. As simple as it sounds", is based on the insight that most people don't enjoy researching or purchasing insurance, and instead, prefer to get it done quickly to get on with their lives.

VIEW THE CHIMPFALL SPOT
VIEW THE CRAB SPOT
Jazzcrab 3.jpgThe launch TVC shows how easy it is for Joni, a sky diving chimpanzee, to get a quote backed with the claim that you can "get a quote in under two minutes." Additional spots feature other interesting characters getting insurance quotes, including one who plays the jazz flute to make his pet crab dance while tapping a tablet screen.

Says Jasmine Hildebrand, brand manager, Bingle: "It's great to see this campaign come to life and we're thrilled to work with The Monkeys on repositioning the Bingle brand for people that have better things to do than worry about insurance. We wanted to challenge category conventions in a light-hearted way. We get insurance is boring so we're here to make it as simple as possible because life is too short to waste on insurance. With The Monkeys' strong digital and strategic offering, as well as their provocative and light- hearted creative, it's very exciting to see the impact this campaign is already having on the brand."

The spots were directed by Hamish Rothwell at Goodoil Films.

Joni the chimpanzee didn't really jump out of a plane at 20,000 feet, but was completely created using computer graphics by The Mill, New York. The entire process of turning a live-action actor into a realistic chimpanzee took nearly four months to produce the hairy, fleshy primate.

Says Rothwell: "It's not often you come across a script where you get to toss a chimp out of a plane. The trickiest part has been keeping the chimp realistic-looking. But that's what The Mill does best, and we're really happy with the way Joni has turned out."

The campaign launch is supported by digital, press and out-of-home that all demonstrate the simplicity of getting a quote and saving money with Bingle (part of the Suncorp Group).

Client: Bingle
Executive Manager - Bingle: James Fitzpatrick
Bingle Brand Manager: Jasmine Hildebrand
Brand Campaign Advisor: Lauren Cain
Digital Media & Distribution Leader: Anthony Russell

Agency: The Monkeys
ECD/Co-Founder: Justin Drape
Creative Leads: Paul Sharp, Mike Burdick
Art Directors: Paul Sharp, Ben Gartland
Writers: Mike Burdick, Siobhan Fitzgerald
Head of Production: Thea Carone
Production Assistant: Alex Gillespie
Digital Planning Director: Rachael Maughan
Group Content Director: Kate Blackadder
Content Director: Sarah Dyck
Content Manager: Anthony Campagna
Content Executive: Victoria Zourkas

Bingle Chimpfall Production Credits:
Director: Hamish Rothwell
Producer: Sam Long
Production Company: Goodoil Films
DOP: Crighton Bone
Post House: The Mill New York
Edit House: The Butchery
Editor: Jack Hutchings
Sound House: Song Zu
Sound Design: Simon Kane

Bingle Jazz Crab Production Credits:
Director: Hamish Rothwell
Producer: Sam Long
Production Company: Goodoil Films
DOP: Crighton Bone
Post House: FIN Design + Effects
Edit House: The Butchery
Editor: Jack Hutchings
Sound House: Song Zu
Sound Design: Simon Kane

9 Comments

reminds me of said:

so simple a caveman could do it

Gaz said:

Simple. That's the way to do it. Nice ad. Nice idea.

Maybe I'm dyslexic but... said:

when did Nimble go through a rebrand?

PK said:

30 seconds done good. Nice start to year for Monkeys.

Save Joni said:

The VO is spooky and sadistic. This upsets me.

Good one said:

well done Monkeys, nice work

Close-ish said:

The monkey seems too easy conceptually – not smart enough as an idea.
The crab seems too complicated as an execution. Surely it's harder to command an animal from an instrument than to apply online.
I find them interesting but if they were going to buy something this unique, surely they could be smarter. Still, not bad.

kooky is so hot right now said:

didn't the Monkeys do a sky diving spot for UBank?

John Candy said:

Funny, clever and cute. Good stuff!

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