The Sexy Trident Insurance Girls
Trident Insurance, one of the UK’s leading Insurance brokers, was looking for a ‘sexier’ way of promoting the sometimes boring world of insurance, particularly to a younger audience.
So the UK insurance company from Ilford, Essex, came up in April 2007 with a saucy idea and approached Norfolk based Amber Models in Cromer to spearhead the project. Agency boss Andreas Yiasimi of Amber Models directed the shots in which glamour model Polly Guy and Spanish born hunk Luis Alonso posed in their birthday suites, along with the slogan ‘We are covered by Trident Insurance! Are you?’.
The bold adverts gained coverage in the local press
In June of this year Trident Insurance started a new advertising campaign, now on YouTube to promote its car, home and business insurance, titled “Get It On With trident-insurance.co.uk”. It gathered 500 views in four months. Not quite the numbers they hoped for.
The latest campaign “The Trident Girls“, proves to be more viral with three scantily-clad hot girls jumping up and down in slow motion on pogo sticks. In the online advert, released on October 1, Trident admits that dealing with insurance is dull, with all those terms and conditions. With the use of the Trident Girls they are going to give their customers top dollar service and no compromises.
The Trident Girls are here to satisfy all of your insurance needs …
Although you may find the ads deplorably trashy and cheap. With over 150,000 views in less than 7 days the commercial creates a lot of attention and generates word of mouth for the UK insurance company. And more importantly it gets noticed in the YouTube mass, where 13 hours of video is uploaded to every minute!!
Bear in mind the viral lesson of Chuck Porter (CP+B), who said at the OMMA conference keynote two years ago: ‘Go Overboard’ when creating (viral) ads. And Leo Premutico, executive creative director at Saatchi & Saatchi “You have to take risks to compete with this very entertaining platform of the Internet”.
Still not satisfied? Check out the award-winning Nissan ad, the ‘bouncy’ Jeep commercial or Benny Benassi’s Satisfaction music video.
Source: PR Leap, MediaPost, Quasi Daily
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Very, very cool item!
Cheers
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