Bingle’s latest ‘as simple as it sounds’ campaign via The Monkeys pays off in soaring sales
Insurance companies are in the business of playing it safe, and their advertising typically reflects this.
Bingle car insurance’s marketing team, however, decided to relaunch the car insurance brand with a brave campaign via The Monkeys, designed to stand out and grab attention. And the calculated risk has paid off big, with back-to-back weeks of record sales and a 100% increase in new business.
The commercials demonstrate how Bingle is “as simple as it sounds.”
In one spot, a chimpanzee is bound, blindfolded and unceremoniously dropped from an airplane, then must fill out a quote before the parachute is released. Spoiler alert: she does finish the quote, drifting safely to the ground and driving off in a Mini. It’s also worth noting, no chimps were harmed in the making of the commercial, as Joni the chimp was created with 100% computer graphics by renowned animation company The Mill in New York.
Another spot features a musician who plays jazz flute to get his pet crab to dance while tapping on a tablet and filling out a quote with Bingle, with the two driving off together into the sunset. While these scenarios aren’t the typical stuff of insurance commercials, they’ve worked.
Says James Fitzpatrick, head of Bingle Insurance: “In addition to new business sales doubling and back-to-back record weeks, compared to the same time last year, we’ve also seen a 17% uplift in unique visits to the website since the campaign launched and a rise in spontaneous brand awareness.”
Says Justin Drape, CCO and co-founder, The Monkeys: “The team at Bingle challenged us to create work that would set them apart, get noticed and get results. It’s a credit to them that they stuck with their game plan. Brave clients are rare.”
In addition to the television spots, Bingle’s fully integrated launch campaign includes radio, digital, activations, press and out-of-home, all demonstrating the simplicity of getting a quote and saving money with Bingle.

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
6 Comments
OMG So random!
Nice 🙂
So a funny, big budget telly ad that gets across a simple benefit actually increased sales? Like real sales, not just likes and shares? I call bullshit.
Where is the socially led conversation that let people share their stories about jazz dancing crabs, where’s the GPS to geo locate every jazz dancing crab in real time and autoposts to instagram with the hashtag #crabbyfeet? Where’s the live feed of a drone filming a robot crab having a dance off with a real crab and projecting it via live feed to Martin place where people can share and tweet their support and awareness?
Talk to me when you have all those elements then you have a real campaign.
100% uplift doesn’t mean much unless you put in context of the baseline you are coming off, your media spend and competitive activity.
Leave the ‘soaring sales’ to the Effie’s ladies and gents
its a launch campaign – so it will probably get 100% increase of sales off a Zero base..Come on lets keep it real people (and Monkeys)
But cool you got your agency name in the ad…well done on that…
Fabio and the PR department getting the PR blitz going early for the Effies…nice strategy to make sure all the judges see snippets of your campaigns allegedly doing well..smart play but agree with @reporting , if you’re off a very low base, doesnt mean much