{"id":471025,"date":"2021-04-05T14:50:31","date_gmt":"2021-04-05T18:50:31","guid":{"rendered":"http:\/\/www.marketnewsdesk.com\/?p=471025"},"modified":"2021-04-05T14:50:31","modified_gmt":"2021-04-05T18:50:31","slug":"ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/","title":{"rendered":"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance"},"content":{"rendered":"<div class=\"mw_release\">\n<p>TORONTO, April  05, 2021  (GLOBE NEWSWIRE) &#8212; There are far more exciting things in life than shopping around for car insurance. In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of Ontario insurance policyholders didn\u2019t compare car insurance rates in the past 12 months. RATESDOTCA wants to change that by letting Canadians know that there is a better way to shop for insurance \u2013 and stop getting milked.<\/p>\n<p>RATESDOTCA, in collaboration with creative agency Zulu Alpha Kilo, launched their first brand campaign and new brand platform, \u201cDon\u2019t Get Milked\u201d to wake up Canadians from their complacency and take a more active role in finding the right insurance policy while getting a great rate. Shoppers can save an average of $676* a year when they compare car insurance quotes from top providers via RATESDOTCA.<\/p>\n<p>\u201cMost Ontario drivers don\u2019t actively think about their car insurance each year, and don\u2019t realize they could be saving hundreds by comparing rates. We want people to shop their car insurance on a more regular basis to ensure they are getting the best rate,\u201d says Leonie Tait, Vice President, Marketing at RATESDOTCA. \u201cIn working with Zulu Alpha Kilo, we were able to land on a brand platform and campaign that is unique, ownable, and will ultimately help Canadians make better insurance and money decisions.\u201d<\/p>\n<p>The core executions of the campaign all have one thing in common \u2013 an udder that visually represents the notion of \u201cgetting milked.\u201d The TV and online video campaign focus on a woman who visits a mechanic because she thinks she\u2019s having car trouble. The real issue? A sack of udders hanging from underneath her car \u2013 the consequence for never comparing insurance rates, and a living metaphor for getting milked on her car insurance.<\/p>\n<p>\u201cWe know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,\u201d says Zak Mroueh, Founder and Chief Creative Officer at Zulu Alpha Kilo. \u201cThat\u2019s why we had to do something truly breakthrough to get the attention we were looking for. We landed on a very clear, but extremely memorable way of getting Canadians to think about their car insurance and realize that they might be overpaying.\u201d<\/p>\n<p>The creative platform launch was supported by digital and printed OOH boards. Consumers can expect to see a \u201cDon\u2019t get milked on car insurance\u201d highway board with a set of 3D udders hanging off the bottom. Digital boards will even help drivers avoid getting milked on parking and gas by displaying the most affordable local parking lots and gas stations.<\/p>\n<p>To round out the campaign, a soothing Sam Elliot-esque voice narrates a radio ad about a \u201cfreshly-milked Jeff\u201d \u2013 an oblivious car owner who doesn\u2019t realize he\u2019s getting milked on car insurance. Social and digital executions highlight which cities in the GTA are the most milked and target specific audiences who could benefit from savings on their car insurance rate like new car owners.<\/p>\n<p>The TV and social videos were directed by Francois Lallier, represented by Untitled Films. Post-production was handled by Zulubot. Media planning and execution was handled by OMD. The core campaign is expected to run until June 30, 2021, with digital and social assets running until the end of 2021.<\/p>\n<p>To review the creative assets,\u00a0<a href=\"https:\/\/rates.ca\/media\/dont-get-milked\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">visit RATESDOTCA<\/a>.<\/p>\n<p>*Shoppers in Ontario who obtained a quote on RATESDOTCA and transacted via our contact centre from August to December 2020 saved an average amount of $676. The average savings amount represents the difference between the shoppers\u2019 average lowest quoted premium and the average of the second and third lowest quoted premiums generated by RATESDOTCA.<\/p>\n<p>\n        <strong>About the survey<\/strong><br \/>\n        <br \/>An online survey of 1,000 Ontario residents was conducted by Leger from March 19-21, 2021, using Leger&#8217;s online panel. The sample&#8217;s ages ranged from 18 to 55+ years old. The margin of error for this study is +\/-3.1%, 19 times out of 20.<\/p>\n<p>\n        <strong>About RATESDOTCA<\/strong><br \/>\n        <br \/>\n        <a href=\"https:\/\/rates.ca\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">RATESDOTCA<\/a>\u00a0is\u00a0Canada&#8217;s\u00a0leading rate comparison website that offers a quick and simple digital experience to compare the widest selection of insurance and money products in the market. Get a better rate on car, home, and travel insurance, mortgage, and credit cards all in one location. RATESDOTCA aims to help Canadians make better insurance and money decisions so they can save time and money to spend on what really matters to them.\u00a0<a href=\"https:\/\/twitter.com\/ratesdotca\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">@RATESDOTCA<\/a><\/p>\n<p>For further information or to arrange an interview, please contact<\/p>\n<p>Alex Jones, Proof Strategies Inc. for RATESDOTCA<br \/><a href=\"mailto:ajones@getproof.com\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">ajones@getproof.com<\/a><br \/>(416) 969-2734<\/p>\n<p>Karishma Singh, Proof Strategies Inc. for RATESDOTCA<br \/><a href=\"mailto:ksingh@getproof.com\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">ksingh@getproof.com<\/a><br \/>(416) 969-2769<\/p>\n<p>      <img loading=\"lazy\" decoding=\"async\" class=\"__GNW8366DE3E__IMG\" src=\"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODIxMTU5MyM0MTA2MTA1IzUwMDA2ODYwMQ==\" width=\"1\" height=\"1\" \/><br \/>\n      <br \/>\n      <img loading=\"lazy\" decoding=\"async\" class=\"__GNW8366DE3E__IMG\" src=\"https:\/\/ml.globenewswire.com\/release\/track\/667ad290-e65d-47bf-bcbe-3e55802802e6\" width=\"1\" height=\"1\" \/>\n    <\/div>\n<div class=\"mw_contactinfo\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>TORONTO, April 05, 2021 (GLOBE NEWSWIRE) &#8212; There are far more exciting things in life than shopping around for car insurance. In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of Ontario insurance policyholders didn\u2019t compare car insurance rates in the past 12 months. RATESDOTCA wants to change that by letting Canadians know that there is a better way to shop for insurance \u2013 and stop getting milked. RATESDOTCA, in collaboration with creative agency Zulu Alpha Kilo, launched their first brand campaign and new brand platform, \u201cDon\u2019t Get Milked\u201d to wake up Canadians from their complacency and take a more active role in finding the right insurance policy while getting a great rate. &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-471025","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"TORONTO, April 05, 2021 (GLOBE NEWSWIRE) &#8212; There are far more exciting things in life than shopping around for car insurance. In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of Ontario insurance policyholders didn\u2019t compare car insurance rates in the past 12 months. RATESDOTCA wants to change that by letting Canadians know that there is a better way to shop for insurance \u2013 and stop getting milked. RATESDOTCA, in collaboration with creative agency Zulu Alpha Kilo, launched their first brand campaign and new brand platform, \u201cDon\u2019t Get Milked\u201d to wake up Canadians from their complacency and take a more active role in finding the right insurance policy while getting a great rate. &hellip; Continue reading &quot;RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-05T18:50:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODIxMTU5MyM0MTA2MTA1IzUwMDA2ODYwMQ==\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance\",\"datePublished\":\"2021-04-05T18:50:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/\"},\"wordCount\":770,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.globenewswire.com\\\/newsroom\\\/ti?nf=ODIxMTU5MyM0MTA2MTA1IzUwMDA2ODYwMQ==\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\\\/\",\"name\":\"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance - 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In fact, a recent Leger survey conducted on behalf of RATESDOTCA found that 77 per cent of Ontario insurance policyholders didn\u2019t compare car insurance rates in the past 12 months. RATESDOTCA wants to change that by letting Canadians know that there is a better way to shop for insurance \u2013 and stop getting milked. RATESDOTCA, in collaboration with creative agency Zulu Alpha Kilo, launched their first brand campaign and new brand platform, \u201cDon\u2019t Get Milked\u201d to wake up Canadians from their complacency and take a more active role in finding the right insurance policy while getting a great rate. &hellip; Continue reading \"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/","og_site_name":"Market Newsdesk","article_published_time":"2021-04-05T18:50:31+00:00","og_image":[{"url":"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODIxMTU5MyM0MTA2MTA1IzUwMDA2ODYwMQ==","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance","datePublished":"2021-04-05T18:50:31+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/"},"wordCount":770,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/#primaryimage"},"thumbnailUrl":"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=ODIxMTU5MyM0MTA2MTA1IzUwMDA2ODYwMQ==","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/ratesdotca-disrupts-insurance-buying-scene-with-the-launch-of-creative-platform-to-stop-canadians-from-getting-milked-on-their-car-insurance\/","name":"RATESDOTCA disrupts insurance-buying scene with the launch of creative platform to stop Canadians from getting milked on their car insurance - 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