belairdirect teams up with Georges St-Pierre
In its latest ad campaign, The Boxer, belairdirect has partnered with world-renowned mixed martial arts champion, Georges St-Pierre (GSP), to showcase the benefits of safe driving behavior and the possibility of rewards in the form of a personal discount.
“This year, we shifted our advertising direction to a more storytelling cinematic approach, tapping into the universal and emotional pain point of not being in control, a feeling that many Canadians have when it comes to their insurance premiums. In the Boxer campaign, we’re demonstrating how we put control into the hands of our customers while having some fun with it.” – Humberto Valencia, Vice President Marketing & Digital Strategy at belairdirect.
“I’m very proud to be affiliated with belairdirect on their latest campaign, as they are a strong Canadian company with a long-established track record. We had a great time on set, and the role came naturally to me as I just put myself into the same state of mind I do when I’m preparing for a fight. I think this is a fun way to show Canadians that good driving can be rewarding!” – Georges St-Pierre.
The 360° campaign includes TV, online videos, radio, digital and social elements and will be predominately seen in Quebec, Ontario and British Columbia starting early September.