A host of new price-led insurers battling for the switcher market had begun to drive acquisition costs to uncomfortably high levels. Budget Direct needed to evolve from a transactional platform trading on price, to a bigger brand story that could maintain sales while reducing acquisition costs. It needed to secure its place on switcher consideration lists and address the brand’s key issues - lack of trust and low spontaneous awareness.

Enter Captain Risky; the story of the risk Budget Direct won’t insure to keep prices low. And of a campaign that doubled both awareness and trust levels and reduced acquisition costs.