Black Hole launches insurance advert

The Black Hole has created an integrated TV campaign for Open and Direct Insurance in Northern Ireland, which is part of Swinton Insurance.

The campaign will launch the latest insurance deal by offering customers up to GBP100 cashback on their cover.

Nick Bowyer, marketing director of Swinton, invited Black Hole to produce a 30-second DRTV advert.

The creative team's chosen idea was a parody of the disco song 'It's Raining Men'.

The initial task was to find two Weather Girls lookalikes to take to the stage with May McFettridge - a pantomime star in Northern Ireland.

To create local awareness, Black Hole, in collaboration with SKV Manchester, developed a pre-launch campaign involving May McFettridge and 40 dancers in a flash-mob stunt outside Belfast Town Hall - as well as a tour of Northern Ireland's Open and Direct shops, email and DM activity.

The company also decided that it was important to coordinate all media activity prior to launch.

Black Hole worked closely with TCS Media to produce 48 sheets and press ads featuring May McFettridge on launch day.

All Open and Direct shop windows were wrapped in teaser vinyls and POS.

The 30-second TV slot first aired on 16 April 2010 and in-bound calls to Open and Direct were said to be up by 50 per cent in the first week.

Customers are able to engage with the campaign online by viewing 'The Making of Raining Cash', all three 30-second TV slots and download the 'Raining Cash' ringtone for their mobile.

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