The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Social Media
Annual ID
OS23_SM042B
About the Work
Despite spending money on big things, less than half of Gen Zs were getting their stuff insured. And without contents insurance, they risked it all getting lost, broken or stolen. State needed to show up in their world and help them realize how valuable their stuff was, in a fresh and compelling way.
We knew Gen Zs were proud of their tech, their hobbies and their hauls, and almost all of them showed it off on social media. So instead of trying to take their eyes off their social feeds and onto an ad about contents insurance, we enabled them to turn their feeds into quotes.
Tally My Post uses multi-pass cloud vision machine learning technology to analyze a social post image, recognise the contents within it, cross reference those contents against claims data, and generate a quote to insure them. Photos became quotes. Quotes became policies. And a generation of stuff-loving Kiwis hardly lifted a thumb.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Colenso BBDO / Auckland
PR / Marketing Agency
Drum Agency / Auckland
Client / Brand
IAG / Auckland
Media Distribution Company
PHD Media / Auckland
Art Director
Tim Thach
Chief Creative Officer
Si Vicars
Creative Director
Haylie Craig
Executive Creative Director
Maria Devereux
Group Creative Director
Kim Ragan
Senior Digital Producer
Lauren Orlina
Technical Lead
Anna Markova
Business Director
Dan O'Leary
Digital Designer
Flora Zhou
Digital Developer
Fabio Cigliano
Gyan Buyn
Digital Producer
Greg Parker
EM Marketing
Renee Milkop-Kerr
Group Strategy Director
Henry Kozak
Head of Innovation & Tech
Logan Maire
Intermediate Copywriter
Billy Worthington
Simon Neumegen
Tom Hennah
Lead Brand State & NAC
Jo Harding
Managing Partner
Rachel Aiken
Marketing manager
Gabrielle Marwick-Brown
Planning director
Amy Polloick
Senior Digital Designer
Sonya Milford
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