Digital insurer FRIDAY starts new campaign for the first time with agency partner Kolle Rebbe

Kolle Rebbe has been the creative agency of digital insurer FRIDAY since February 2019 and will launch a new campaign at the end of September.

The hottest time of the year for car insurers is dawning: The “change month” November is just around the corner. The digital insurer FRIDAY has repositioned itself for this: Kolle Rebbe has been FRIDAY’s creative agency since February 2019 and will launch a new campaign end of September.

FRIDAY and Kolle Rebbe promise motorists a portion of peace of mind
At the heart of the new campaign is the brand promise to make life easier for German motorists. “Nobody likes to worry about their car insurance. That’s why the advertising shouldn’t feel like small print,” says Fabian Rößler, Creative Director at Kolle Rebbe. A lovable monk in a monastery high in the mountains is the main character and new face of the brand. With him, FRIDAY’s customers find what they are most longing for: Freedom from deadlines and the good feeling of never paying too much for car insurance again. With innovative and fair products, FRIDAY brings a long overdue fresh wind to the German car insurance market. For example, you only pay as much as you actually drive and always remain flexible with the monthly termination option.

FRIDAY relies on Kolle Rebbe and strong media
The aim of the campaign is to increase brand awareness and build trust with customers. The campaign will be played out widely on TV, radio, print and online. Digital insurer FRIDAY is relying on strong partners for its communications offensive: The Berlin-based company, founded in 2017, concluded a financing round in March 2019, in which SevenVentures, the financial investor of ProSiebenSat.1 Media SE and the media investor German Media Pool participated with media-for-equity investments totaling 39 million euros.

The team is working on expanding the service portfolio and does not want to only convince with innovative products, but with a clear brand promise. “In addition to product innovations, a clear brand promise and brand awareness will further accelerate FRIDAY’s targeted growth,” says Lukas Jaworski, who was responsible for the campaign. Kolle Rebbe accompanied the insurer in the further development of the brand positioning.

Agile Setup
The cooperation between FRIDAY and Kolle Rebbe was dynamic from the very beginning. The campaign was effectively implemented in agile sprints. Regular on-site work by Kolle Rebbe colleagues at FRIDAY guaranteed short coordination paths and collaborative development of assets. Markenfilm Hamburg is responsible for the realisation of the spots. In cooperation with the multiple award-winning director Joakim Reveman, the concept was realised in Riga.