Stella car insurance launches ‘Unapologetically For Women’ brand campaign via Cocogun
Coffee Cocoa Gunpowder (aka Cocogun) has created a new brand campaign for Stella, the game-changing, purpose-driven car insurance brand that’s been developed by women, for women.
The campaign, which features a wide cross-section of Australian women, celebrates the idea of owning who you are in the face of societal pressures, expectations and criticisms.
The Stella brand was created because women make up over half of road users, and research shows that Australian women are statistically safer drivers*, however many insurance and motor services do not speak directly to them. Which is why Stella’s products and customer experiences are designed to prioritise the needs of women and support a broader vision to help balance the gender biases that exist in insurance and beyond.
Stella rewards women for being safer drivers by providing premium benefits, competitive pricing and tailoring their products with women in mind. They also offer domestic cover to take extra care of those affected by domestic and family violence by waiving excess relating to a claim. To further support this, the brand has proudly formed a long-term partnership with Women and Girls’ Emergency Centre (WAGEC) and commits $5 from every new policy towards helping women walk away from domestic violence.
While female-focused, Stella also offers cover to anyone who shares the ambition of creating a more equitable world. As a vocal LBGTQI+ ally, they’re one of the only insurance brands offering a non-binary option on the quote cover. It’s competitive cover for she/her, he/him and they/them.
The ‘Unapologetically For Women’ campaign runs across BVOD, press, out of home, radio and social. The film was shot by Selina Miles through Scoundrel alongside a majority-female crew. Stills were shot by Milos Mlynarik.
Says Anita Manchester, head of marketing, Stella: “Creating this campaign has been an exciting moment for Stella to really bring to life and embody what the brand stands for. We want to change the perception of insurance, particularly for women, as well as the perceptions that exist for women in life at large. We’ve got some big ambitions to be a positive force for change and are thrilled this campaign helps showcase this to our audience.”
Says Chiquita King, co-founder/managing director, Cocogun: “It’s been great to partner with a brand that has a desire to rewire the system and cater for women – in a helpful, intelligent and utterly unapologetic way. The Stella brand and the thinking behind this work is about making the world a more equitable place. When that happens we all win.”
The campaign is live now.
*Based on external analysis of comprehensive motor premium and claims information October-November 2019.
Stella Insurance
Sam White – Founder and CEO
Renee Cosgrave – General Manager
Anita Manchester – Head of Marketing
Lisa Clark – Content Producer
Cocogun
Chiquita King – Founder and MD
Ant Melder – Founder and Creative Partner
Emily Hahn – Group Business Director
Lewis Clarke – Copywriter
Lauren Maneschi – Art Director
Monique Pardavi – Executive Producer
Chris Clausen – Head of Design
Rachel Tse – Designer
Hayden Wright – Head of Social
Scoundrel
Selina Miles – Director
Adrian Shapiro – Executive Producer
Holly Winter – Producer
Smith & Western
Dan Higson – Executive Producer
Nick West – Creative Director
Milos Mlynarik – Photography
30 Comments
Ah yes! The product I’ve been searching for! Car insurance for women? Wha? Girlboss feminism is getting weirder every day.
It’s interesting when you compare these posters to the sexist ads of the 1950’s era. These feel just as inauthentic and performative, all that seems to have changed is a different stroke of the societal brush.
More than anything this work just comes off as incredibly pretentious
Art direction slays. Copywriting slays (although written by, I’m guessing, a guy?).
But as a woman, do I want ‘women’s car insurance’? No ma’am. Wish this was a deodorant ad.
Good ads. Strong. Watch through the day as the mansplain commenters here make utter d1cks of themselves.
Why do women need gender specific car insurance, when all they want is equality? I actually don’t get the product. Ive also heard all of those headlines said about men…..Come on…
These are ads for female empowerment and equality.
They have zero to do with car insurance.
If there really was a market you have to wonder why the category heavyweights (IAG and AAMI) haven’t gone there under a different brand.
They have done it before.
Anyway good luck Stella.
music and sound by men, when there’s literally numerous female composers, producers and sound designers.
More hollow signalling, zero change.
I want car insurance for women about as much as I want a pink razor to shave my pits.
As a female who’s sick of all the mansplaining/sarky comments/low key insults etc, this works really well for me. Looks great and the tone is spot on.
Surely the benefit of car insurance for women is that women are statistically less likely to have an accident, so should pay lower premiums if only women are insured… feels like a benefit that the communication should actually explain?
Ignore the critics… you go and insure your car…girlfriend. *Snaps fingers*
Hopefully they still use paper forms – I can’t wait to use my Bic For Her to sign up!
If lower premiums and better benefits for women are what they offer, they should be talking about it. However, I doubt they actually offer premiums much better than other insurers. Age and gender are two things that are often taken into account with premiums (car insurance for men under the age of 25 is often more expensive than for women the same age).
Unrelated to the comms but it feels like this is purely a marketing play rather than any meaningful product innovation and doesn’t seem like a very defensible business model. As long as it makes underwriting sense, then there’s nothing stopping the likes of IAG or Suncorp packaging up female specific products under any one of their well established and trusted brands, and blowing these guys out of the water with their media might.
I love the idea and the look of the ad. I will admit though as an arm chair feminist, not sold on the necessity.
Screw the haters, I love this. Personality, attitude and a great dollop of joy. Great stuff.
Frankly I think it’s a fun ad, playful, thoughtful and well shot. The print ads esp are great – eye catching and raises curiosity. Plus it’s nice to see more diversity reflected in race, career, culture and age.
Never thought I’d see the yassification of women’s motor insurance.
Gaslight. Gatekeep. Girlboss. 💅
I love this campaign. Agree that it’s sad we still need to target a gender in any communication, but the reality is that road accidents are disproportionately caused by men. Nice work Ant and CK.
‘road accidents disproportionately caused by men’
Another big claim without substantiation.But accepting that it is true,the policies for this group of drivers should cost much less-just as they do for any group that don’t make as many claims.
So why no mention?
Are they competitive against Coles and Woolie insurance offerings?
If not what is the benefit to the target market.
Just don’t get it.
Very happy to continue the conversation with real people with real names with no agenda. The anonymous keyboard warriers should just go and love themselves.
Thoughts on the line in the Cover Up press ad about ‘barrel-bellies in budgy smugglers’? How would we feel about a line on an ad in 2022 targeting men that referenced ‘barrel-bellies in bikinis’?
That women have better driving records than men. It really is. But this creative could have worked a little harder and linked itself to the insight – and kept its attitude. As it is, the headlines could be for anything that women need. It’s fundamental.
When is the Mens version coming out!? Come ON guys!
Why are we talking about positioning any of these out dated stereotypes!?! Its not empowerment. We are passed this.
Its like calling a director a ‘Female Director’ no. They are just a director.
Gender is outdated. Lets move on
It’s white label QBE.
This business sounds like a first-year uni assignment and undermines real feminist progress.
As a hardworking, bossy b*tch – it’s refreshing to see women having a voice for good. Some of these comments perfectly reflect the lack of awareness there is with gender biases, sterotypes and imbalances that DO still exist for women in all areas. Think again privileged white males
It must be draining being so angry all the time.
Hi, just wanted to know where the lady (she’s so bossy) bought her suit from, I have looked everywhere, love it !!
Also I’m interested in Stella insurance but I’m in hospital at the moment
Hope you can help me
Thanks