Spread the word / Insurance isn’t a particularly fun topic. Here, RACV turns dull medical supplies into fun, stylish items that are novel enough to be shared on social media. A survey by Mars Petcare found that 65% of pet owners post about their pets and 30% follow other animals on social media. The insurance brand has created something to interest its target audience beyond its initial offering and consequently is increasing the likelihood of extending its reach through user-generated content to other like-minded pet owners.
We are family / The pet care industry is on the rise and the RACV is taking advantage of this opportunity. Global Market Insights valued the pet care market at over $190.1bn in 2018 and forecasts this to grow 5.2% per year from 2019 to 2025, taking it to $269.9bn. Although the pet nutrition industry currently dominates the market, pet health insurance is booming, too. This can partly be attributed to the growing attitude towards pets as family members. A survey by the American Pet Products Association found that 90% of pet owners surveyed said that ‘pets are family’, as reported by Forbes.
With this campaign, RACV is accommodating this shift in consumer attitude by humanising animal behaviour as ‘overconfidence’ and decorating its OOH promotions with statements like ‘I regret nothing’ and ‘I’d do it again’. Not only does this appeal to its target market, it reinforces the need for insurance to protect animals from harm; a much more compelling argument than preaching to consumers about the value of taking out a veterinary policy.
To find out more about the pet care industry, read our blog post here.
This story originally appeared on Contagious I/O, our online intelligence tool. To find out more click here.
