Inside Budget Direct’s creation of Captain Risky: uninsurable brand mascot is a content goldmine

http://www.marketingmag.com.au/interviews/budget-direct-captain-risky-interview-59941/

Insurance brand Budget Direct launched its brand in a completely new direction this week, introducing daredevil brand character Captain Risky. Marketing spoke with the brand and its agency about why it’s changing and the Captain’s role. Captain Risky, who performs ambitious stunts terribly, acts as the premise for Budget Direct’s proposition that it can give customers lower premiums because it doesn’t insure high-risk people. Launching this week as a campaign, Captain Risky is not only a campaign but a source of digital content and brand personality along the lines of Old Spice Guy. His own website at CaptainRisky.com.au injects some personality into the insurance sector. Budget Direct’s previous campaign, starring animated aliens were themselves intended to step away from, “an insurance market saturated with uninspiring, lifestyle imagery,” the brand said at the time. Captain Risky is taking it to a whole other level.