Amazon promises a fairytale ending with new insurance ad campaign

Alex Sword


The Financial Services Forum

Amazon has launched an ad campaign for its insurance offering, built around a fairytale with a twist.

The ecommerce giant released the ad this week as it seeks to build momentum behind its insurance offering.

It shows a woman moving into a new home, ordering 35 cans of shoe polish off Amazon, before browsing for home insurance on the platform. Later the fairytale twist is revealed when the camera pans out and shows that she’s the woman who lives in a shoe.

The short video will be activated through national out-of-home, social and digital campaigns.

Launched in October last year, the site is a marketplace for quotes, policy selection, checkout and policy management from multiple insurers.

Initial insurers participating include Ageas, Co-op and LV= General Insurance.

The store aims to solve some of the key pain points of buying insurance online, including reducing the list of questions required by insurers to receive a quote.

The online marketplace will offer an “Amazon Standard of Cover”, which protects against some of the most common home insurance claims based on extensive market research, in order to allow easier like-for-like comparisons.


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