Zulu Alpha Kilo Brings Udder Creativity To Shopping For Car Insurance


Robert Goldrich
Wednesday, Apr. 14, 2021


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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 insurance policyholders in Ontario, Canada’s largest province, didn’t compare car insurance rates in the past 12 months.  RATESDOTCA, a rate comparison website, wants to change that by letting Canadians know that there is a better way to shop for insurance--and to stop getting milked.

Towards that end, ad agency Zulu Alpha Kilo launched RATESDOTCA’s first brand campaign and new brand platform, “Don’t Get Milked,” to wake up Canadians from their complacency and take a more active role in finding the right car 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. 

The core executions of the campaign all have one thing in common--an udder that visually represents the notion of “getting milked.” The TV and online video campaign focus on a woman who visits a mechanic because she thinks she’s having car trouble. The real issue? A sack of udders hanging from underneath her car--the consequence for never comparing insurance rates, and a living metaphor for getting milked on her car insurance.

“We know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,” says Zak Mroueh, founder and chief creative officer at Zulu Alpha Kilo. “We knew we had to do something that would breakthrough and 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.”

The creative platform launch was supported by digital and printed OOH boards. Consumers can expect to see a “Don’t get milked on car insurance” 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. 

The TV and social videos were directed by Francois Lallier, through Untitled Films, Toronto. 


Client RATESDOTCA Group Ltd. Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Ian Simpson, Catherine Allen, group creative directors; Michael Siegers, Manali Kulkarni, art directors; Jonah Flynn, Dylan Verwey, writers; Ryan Booth, Vince Rozas, Stephanie Yung, Omar Morson, Zoe Kim, designers; Tim Hopkins, strategic planner; Revital Grunberg, Houng Ngui, producers. Production Untitled Films, Toronto Francois Lallier, director; Francois Gamache, DP; Peter Davis, exec producer; Kelly King, line producer. Casting Steven Mann Casting Postproduction Zulubot Max Lawlor, Jessie Posthumus, editors; Alex Boothby, online artist; Mariya Guzova, post producer. Telecine Alter Ego, Toronto Eric Whipp, colorist. Music House Eggplant Adam Damelin, audio director; Peter Pacey, sound design; Nicola Treadgold, producer; Dan Horton, Ben Spiller, engineers. Pavel Petrycki, Jenny McCracken, studio artists.

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