Salience was key to winning on the aggregators. We needed to make the Marshmallow brand iconic so that people would recognise and trust the postage stamp icon on the aggregator. 

Cue ‘Marshmallow is here’, a campaign built to look nothing like a traditional insurance brand.

With the goal of putting the brand at the front of consumers’ minds and building memory structures, we developed an iconic TOV through a run of joyous billboards that pushed Marshmallow’s signature bright pink into the world.

We also created a series of surreal TVCs. The films see different groups of drivers going about their lives. The fact that their vintage cars are full to the brim with (over 52,000) marshmallows has either escaped their notice or perhaps they’re just completely at peace with their car insurance.