There are so many things in life worth remembering, insurance shouldn't be one of them. That’s the message of 123.ie’s “remember/forget” campaign, now entering its second phase nationwide on TV, VOD, radio and digital.
Throughout the campaign, the online insurance brand reminds viewers of moments worth remembering, then tells them to “forget us” – because insurance shouldn’t be on your mind until you need it. And when you do, 123.ie will be there for you.
Elaine Knowles, Head of Marketing and Customer Communications RSA Insurance Ireland and 123.ie, says: “It’s brave for any brand, let alone an insurance company, to tell people to forget us. But this honesty has paid off. So far, the campaign has been both impactful and - ironically - memorable! With the latest work, we intend to keep it that way. Because we’re the first to admit that insurance isn’t a topic people get excited about. Once they have it, our clients can forget about it - confident that their insurance needs are met and that we’ll be there for them when they need us.
The campaign was inspired by a year-long deep-dive into the real insurance wants, needs and feelings of Irish people. Says Elaine: “We’ve pivoted towards a more consumer-based approach - a campaign that focuses on what people really want from insurance – and how we provide that. We’re setting out to earn people’s trust. To show, not just say, that they can leave the insurance concerns to us because we’ve been around for 23 years and are underwritten by RSA Insurance who underwrite millions of people worldwide.”
As Official National Partner to Athletics Ireland, 123.ie continues to shine the spotlight on the new generation of Irish athletes turning heads worldwide. January 2023 saw Israel Olatunde, Ireland’s fastest man, tear up TV screens in a 123.ie commercial featuring him at his blistering best. Never has the phrase “running a commercial” been more appropriate! This month, a pace-setting follow-up is hitting Irish screens, with Israel joined by two of his fellow memory-makers: shot putter Kate O’Connor and long jumper Reece Ademola.
Says Elaine: “We are really proud that we’re supporting such a phenomenal organisation in Athletics Ireland. It aligns completely with our purpose to help people and communities be more resilient. Athletics is Ireland’s most inclusive sport and as well as supporting Athletics Ireland’s top talent, we are supporting athletics clubs and communities across the country. We recently launched a campaign to give a €50 discount to club members who take out a new policy with us, and when they do, we’ll also donate €50 back to their local club. We are also delighted to sponsor Athletics Ireland’s summer camps. Israel, Kate, Reece and all the great Irish athletes past, present and future are true memory-makers. They embody the values of 123.ie perfectly, and we’re honoured to have them as our Brand Ambassadors.”
