Budget Direct has collaborated with 303 MullenLowe to launch the latest iteration of its long-standing 'Insurance Solved' narrative with 'Reversible'.

The campaign, which went live this week, sees an ambitious maneuver - the reversal of a trailer at a weekend sausage sizzle - go wrong after a simple miscalculation.

Spanning TV, cinema, BVOD, online, social, OOH, and radio platforms, the work is another testament to Budget Direct's ability to address insurance problems, reinforcing its status as Money Mag's Insurer of the Year for a record eight years in a row.

Chief Strategy Officer at 303 MullenLowe Sydney, Jody Elston, said: "Budget Direct understands that coming to mind in the insurance renewal moment is the objective. That's why over six years they've prioritised work with high entertainment value and distinctive brand assets to deliver their promise of award-winning insurance for less. They also grow relevance by having fun with those little cultural truths all Australians can relate to. And it's worked incredibly well, delivering unmatched growth for Budget Direct versus the category."

The 'Reversible' campaign is a part of Budget Direct's ongoing 'Insurance Solved' initiative, which has seen a steady increase in brand salience since its launch in 2018.

Chief Growth Officer at Budget Direct, Jonathan Kerr, highlighted the role of humour and consistency in achieving long-term brand success. "Fresh off a top 5 finish in July's YouGov Brand Biggest Movers list, we are excited to double down once again on our 'Insurance Solved' campaign. What we've seen since launching the platform in 2018 is a steady pattern of increased brand salience for Budget Direct - and love for the Budget Direct characters of Sarge, Jacs and Chief. While each iteration tackles a new, often extraordinary situation, what remains a constant is our ability to tap into a style and humour that our audience genuinely responds to."

The campaign's success is recognised industry-wide, with 303 MullenLowe and Budget Direct's work being a finalist in both 'Long Term Effects' and 'Brand Value' categories of the 2024 Australian Effie Awards.