ACM Insurance

The strategic insight: the fear of losing something valuable. In other words, loss aversion. So, how could ACM really make a difference? Not by competing on discounts. Not by cutting corners on peace of mind. But by offering insurance that truly fits people’s lives, backed by personal service.

We went back 65 million years and brought a young T. rex to life, a mischievous teenage pet with a mind of its own. Not a one-off gimmick, but a distinctive brand asset. A friendly, consistent character designed for long-term recognition. Dinosaurs may not exist, but if they did, you’d want to make sure you were properly insured. The dino is a metaphor for life’s unexpected twists and turns.

We first introduced the dino (well, just his foot) in an earlier campaign. Dino Rex (yes, the name could’ve been catchier) returned in the sequel as the common thread running through a broad multichannel campaign. With bold production and complex 3D animation, we created assets that power not just the image campaign but also product comms and always-on content.

By reintroducing and developing the dino’s character, we built on an asset that already worked. That’s what consistency looks like. It’s how a brand lodges itself in memory. Rex remains the central figure, appearing in different scenarios depending on the insurance type. He rides along in the back seat, curls up on the sofa or plays football in the garden.

We combined online and offline channels for maximum effect: from BVOD and social to digital formats and OOH. Channel selection focused on our key goal: reach and repetition to boost brand awareness for ACM Insurance. We varied smartly in form, format and context, keeping the campaign fresh without losing recognition. And Rex? He’s nowhere near extinction.