Budget Direct adds more bark to its campaign with new ‘Bad Dog – The Game’ via Romeo

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Budget Direct’s latest ‘Insurance Solved’ TV ad has literally cut through the clutter, with a light sword-wielding Jack Russell causing havoc in the neighbour’s home, while the homeowner wishes she was covered by Budget Direct’s award-winning insurance.


Keen to make sure the campaign resonates across multiple channels, Budget Direct turned to Brisbane digital agency Romeo to give customers a cut of the action, as they slice through homes, gardens and streets to collect as many points as possible. ‘Bad Dog – The Game’ is the wonderfully addictive game that allows players to hone their skills, join the leaderboard and opt in to win daily gift cards and a shot at $10,000 cash.

Play the game here (Best played on mobile): http://bdins.co/playgame

Budget Direct adds more bark to its campaign with new ‘Bad Dog – The Game’ via Romeo

Concurrently the Budget Direct marketing team worked with oOh!media to create stunning Large Format, special build outdoor, that can be seen nationally as part of Budget Direct’s Outdoor element of the campaign.

Says Jonathan Kerr, chief marketing and delivery officer, Budget Direct: “Our team is always looking to find new ways to drive engagement with our award-winning insurance products. It’s never been more crucial for Budget Direct to lift the spirits of Australians with our marketing, while we cut the cost on their insurance, and these campaign extensions are a great example of that.”

Says Oscar Nicholson, co-founder, Romeo: “We love the ‘Insurance Solved’ campaign platform created by 303 MullenLowe and wanted to do it justice. Our Pixel-art approach meant we could bring the Budget Direct Bad Dog campaign to life in a fun and accessible game format that you just can’t stop playing.”

Budget Direct adds more bark to its campaign with new ‘Bad Dog – The Game’ via Romeo

Says Tim Murphy, chief sales officer, oOh!media: “Budget Direct really understands the power of Out of Home, and this highly creative campaign is ideally suited to the format. It also shows how the various media channel creative reinforce each other to drive audience engagement and deliver results to brands that are looking to make a real impact in their marketing.”

Budget Direct
Jonathan Kerr – Chief Marketing & Delivery Officer
Simon Smith – General Manager, Marketing and Platforms
Warren Marsh – General Manager, Marketing & Communications
Britney Nash – Digital & Graphic Designer
Jenny White – Marketing Manager
Stephen Hughes – Head of CRM
Courtney Hastings – Senior Manager, Group Media Buying
Karmen Wellington – Media Manager Group Media Buying

Rodney Chapman – Design Director
Sam Dale – Developer
Joel Garvey – Technical Director
Oscar Nicholson – Co-Founder
Gemma Boucher- – Business Director

Hannah McKee- Creative Producer
Nathan Moon – National Head of Trading
Leanne Lakoumentas – Trading Director
Ally Foster – Group Sales Leader
Annika Schultz- Business Manager
Izzy Dalton – Campaign Executive