The Brand in the Bikini
In an increasingly cluttered branding landscape, it can be difficult for a company to get its message out there. And, let's face it, insurance companies have it tougher than most -- hence the squawking ducks, urbane lizards, and giant red umbrellas permeating today's broadcasting.
But Britain's Trident Insurance is trying something a little different. If you thought bikini-clad babes bouncing on pogo sticks had nothing to do with insurance, you'd be wrong.
I could go into greater description about this particular branding message, but there's actually very little to add. It is, as you can see here, simply a group of bikini-clad babes bouncing on pogo sticks. Outside of wondering whether the producers of Jimmy Kimmel's old "Man Show" on Comedy Central should send an inquiry to their copyright lawyers over possible infringement of its trademark "Girls on Trampolines" feature, I don't know what else there is to add.
Trident's website looks pretty much like any other insurance company's site, with its claims of "good service at competitive prices," "top dollar service," and the like. The one notable distinctive feature is the inclusion of a YouTube clip that looks (and sounds) something like a late-night "gentlemen's club" ad, entitled "Let's Get It On with Trident Insurance."
Quite what's going on at Trident Insurance is anyone's guess, though what immediately comes to my mind is that old journalism school faux lede, "SEX! Now that I have your attention..."
It does make me wonder about Trident's brand message, however. Obviously if the girls fell off their pogo sticks, they'd be in need of personal injury coverage, and maybe the word "insurance" really can result in oohs and aahs in Blighty.
Or, perhaps, Trident's just run by a bunch of boobs.
Related Entries
I think it is fair to say the they are not targeting the pink or grey currencies!
I wonder how high they can raise an old heterosexual gentleman's blood pressure? Does that mean they'll have to pay out on his life policy?