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Bennetts new ident campaign

Agency: VCCP

Client: Bennetts

UK motorbike insurance provider, Bennetts, is launching an ident campaign to support its sponsorship of the World Superbike Championship on Eurosport.
The campaign starts with a series of new idents created by VCCP and follows hot on the heels of two previous ident campaigns, the first of which was heavily brand oriented, the next more call to action.

There are four stories created for the ident creatives. The first, Beast, shows two mechanics working on a superbike; the bike automatically starts itself, the fuel tank then springs to life and simulates breathing, emitting a guttural lion's roar. A gritty Yorkshire accent completes each ident and says: 'Bennetts, Respectful sponsors of the World Superbikes'.
The second execution, Beware, shows a lad peering through locked iron gates.  A sign says 'Beware of the Bike'.  The superbike once again roars into life charging at the gates, unraveling the thick chain that tethers it like a guard dog.

Meat, the third creative, sees a young lad with a slab of meat on the end of a long pole gingerly putting it through the bars of a cage which houses a superbike. The bike roars, lurching forward and scaring the boy, who rapidly retreats.

Rodeo, the fourth ident story, shows a group of cowboys watching a superbike trying to buck out of a pen at a rodeo.
Supported by press ads, the campaign is part of Bennetts' annual £5 million advertising spend and heralds the intent to consolidate its position as the UK's favourite motorbike insurance provider and launch new brand positioning with the line:  'Bennetts. It's all about the bike'
Marketing Director for Bennetts, Mark Fells, said, "Superbikes are top of the food chain in the biking world; exciting, magnificent and raw.  The idents suggestion that they are a little untamed captures the appeal that so many bikers have for the machine and the racing we sponsor."

Cliff Hall, Account Director of VCCP said: "Idents are simple, succinct, visual pieces of communication which can cut through the daily message bombardment while still retaining visual branding.  Also the repetition of the ident delivers consistency of message without the equivalent media spend."

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