Coles Car Insurance launches latest campaign via TBWA\Melbourne and OMD


After a year of restrictions and lockdowns, Coles Insurance has launched a new campaign developed by TBWA\Melbourne and OMD, to encourage Australians to get back to “what really counts”.


The campaign highlights how Coles enables customers to get back to the good things in life faster, thanks to its quality cover and great service. Coles Insurance customers enjoy access to a quality Repairer Network and great end to end service, with the majority of authorised comprehensive car repairs turned around within a week. Furthermore 99% of customer car claims were approved over the last year.

Aligning with the latest Coles Masterbrand positioning, ‘Value the Australian Way’, the campaign is a further demonstration of how Coles enables Australians to live healthier and happier lives. By leveraging the high quality of care at the heart of the brand, Coles can help Aussies get back in their cars and enjoy the moments that matter to them most.

Says Lisa Ronson, chief marketing officer, Coles: “We are excited to see our ‘Value the Australian Way’ master brand strategy extend and align across our entire portfolio including our financial services products like Coles Insurance. This is a further demonstration of how Coles understands Australians by bringing solutions to life that enable them to focus on what they truly value.”

Says Patrick Barbaro, head of marketing, Coles: “We are really proud to launch the new Coles Insurance brand platform. For too long we have been associated with only value and price, and this campaign draws on the quality features and benefits of the product, which quite often are a nice surprise to Australians!”

Directed by Brian Patto, the national campaign from TBWA/Melbourne and OMD kicks off this week via TV, radio, print, digital and social, including a series of local POS activations in stores nationally.

Client: Coles Insurance
Creative: TBWA\Melbourne
Media: OMD