Campaign concept · Gerrard's Insurance Brokers · For Ethan & Marcus

Insure
Levin
Again

The big corporates closed their regional branches. We're opening them back, one town at a time, and we're running each opening like an election campaign. Levin is the pilot. Every town we open next gets the same kit.

Authorised by M. Gallagher, 58-year Levin resident.

Orange cap embroidered INSURE LEVIN AGAIN
The idea

Insurance used to be a person who lived in your town

Then the big corporates centralised it. Branches closed, the local broker became an 0800 queue, and towns like Levin were left to sort their own cover. Everybody knows it happened. Nobody has said it out loud in an ad.

So we say it, with a grin. The campaign borrows the loudest political format in the world and puts it to work for something nobody can argue with: your town getting its own broker back.

Insure [town] again
One slogan template · every branch launch · starting with Levin

The hat

Orange, not red. One per town. First locals through the door get one, the footy club gets a box, and the campaign walks around town on real heads for free.

The candidate

Every branch owner "stands" for their town. Mark Gallagher for Levin. Lawn signs, a launch day outside the branch, and a film where the local broker speaks for themselves, to their own town.

The movement

One town is a story. Ten towns is a movement. Every new opening is free news for every branch before it, under the same national line.

01The tease Week one · no brand, no CTA, no explanation · Levin + radius only
Phase one

Something's going on in Levin

Unbranded image ads seeded into the feed and the local community groups. They name the wound and show the hat. That's it. The comments do the rest of the work for us.

?
Seen around LevinSponsored
Have you seen this person? Levin has been without one for years.
Missing poster: your insurance broker, last seen 2019
Levin
If found, hold on. Help is coming.
Coming soon
Teaser · "Missing"
?
Seen around LevinSponsored
An office in Levin has been empty a long time. Somebody just left a hat on the desk.
Orange cap on a dusty desk in a closed insurance office
Levin
[Launch date]. Watch this space.
Coming soon
Teaser · "The hat"
02The film Reveal week · the launch film · Mark, on camera, in the branch
Phase two

Mark, to camera. The real broker.

No actors, no AI, no voiceover artist. The film is Mark Gallagher in the Levin branch, delivering his own script, wearing the hat. We shoot it interview-style with plenty of cutaways of the town and the branch, so every line is its own take and the edit does the heavy lifting.

To be filmed Mark
Gallagher The real broker · the real branch · Levin
0:45
Launch film · shot with Mark, nobody else

The script · Mark, to camera

Mark · branch doorway, hat on"Hi Levin, I’m Mark. You might know me as Mr Levin – because I have been here for 58 years!"
Mark · cutaways: the closed office, the quiet main street"All the insurance brokers have abandoned our lovely part of the country. In fact, my own branch here in Levin was closed down by a big corporate."
Mark · to camera, beat"And I thought that wasn’t right."
Mark · cutaways: farms, the town, the hills"Rural New Zealand deserves the same love as all the big centres."
Mark · unlocks the door, lights on"So I’ve opened up a branch of Gerrards Insurance Brokers right here in Levin."
Mark · to camera, the stake"I’ve got 12 months to make this work right here in Levin – and if we can get enough support from the community, I’ll be here to stay."
Mark · cutaways: house, ute, farm gate, shopfront"I can help with House, Contents, Cars, Farms, Businesses – basically, if it needs insurance I can help."
Mark · to camera, grin"I’m looking forward to meeting you all and building Gerrards Levin into a business that supports this area for the long term!"
Super · end cardINSURE LEVIN AGAIN · Gerrards Levin · [address / phone]

Every line is its own take, prompted interview-style from off camera, so nothing has to be nailed in one go and the cutaways carry the pacing. Music: original track with a "bringing insurance back" hook, commissioned once, no licensing risk.

03On the ground From reveal onward · signs, hats, quote-first ads
Phase three

The town campaign

The parody goes physical: lawn signs on real lawns, hats on real heads, a ribbon-cutting launch day. Paid ads switch from teasing to converting, with the standard Gerrard's quote-first ask.

G
Gerrard's InsuranceSponsored
Levin has a broker again. House, contents, car, farm, business. One local bloke, straight answers, and a free quote takes fifteen minutes.
Mark for Levin lawn sign
gerrards.co.nz
Get a free quote from Mark
Get quote
Conversion static · quote-first
G
Gerrard's InsuranceSponsored
The hat means your town has its own broker again. First 100 locals through the door at Gerrards Levin get one.
Insure Levin Again cap
gerrards.co.nz
Come meet Mark. Take a hat.
Get quote
Hat drop · community engine
The rollout

Built once. Launched everywhere.

National kit · made one time

  • Hat format, sign system, bunting, rosettes
  • Film format + script template + original music hook
  • Teaser static formats (desk, missing poster)
  • Hat drop + first-100 giveaway mechanics
  • Meta campaign template: tease, reveal, convert

Per town · one week of work

  • Town name into the slogan and the signs
  • The local broker's film day + town b-roll
  • Their one-sentence local credential
  • Geo radius, local community group seeding
  • Launch day outside the branch

Insure Levin again. Insure [next town] again. Insure [the one after] again.

Guardrails & open calls

Before anything goes live

Compliance pass on the scriptStandard eyeball before filming, including the "brokers have abandoned" line and the branch-closure reference.
No policy or coverage claimsWe sell the person, the town and the free quote. Compliance eyeballs all copy before activation.
Own clean campaignBranch-named creative runs in its own Meta campaign per town, separate from the national statics.
Music is originalNo licensed-track parody. One commissioned hook, owned outright.
Launch dateTeaser week counts back from it. Needs a date.
Where do Levin enquiries go?Mark currently takes no routed leads by design. Phone-and-visit first, or we switch his routing on before the reveal.
Hat productionSupplier, quantity, unit cost. The first 100 giveaway needs stock on launch day.
Film day with MarkHalf a day in the branch plus main-street b-roll. Needs a date before the teaser week can be scheduled.