Taking on australia’s biggest financial institutions

When you’re a famous supermarket going up against the big Aussie banks and insurance agencies, gaining trust and credibility is never going to be an easy task. But in 2010, Coles was up to the challenge and so were we. Over nine successful years, Whippet Australia helped Coles Financial Services establish itself as a significant player in the insurance and personal finance landscape, with well over one million customers.

Creating Colin, the little red car

Building on the success of the Big Red Hand we developed for Coles, Whippet created a new 3D icon for Coles Car Insurance – Colin, the little red car. Friendly, instantly recognisable and extremely flexible, Colin has proven to be a hugely valuable asset, and although the brand has evolved over the last nine years, Colin still features to varying extents in all Coles Car Insurance campaigns. Thanks to Colin’s success, other complementary characters have been introduced to the Coles Insurance asset suite.

“I have worked with the Whippet team extensively in the last 18 months and they have always delivered exactly as a client would wish; on time, on brief and with great creativity. They offer far more than you would expect from a design agency, constantly think beyond the brief and have an excellent understanding of retail, customers and consumer marketing. If I have a marketing puzzle to solve, I know that Whippet can deliver a great looking and effective answer.”

Sophie Smith

former Head of Financial Services Marketing, Coles Group

Maximising the mileage of brand assets

With a huge volume of always-on activity, shooting content for every tactical campaign would have been prohibitively expensive and extremely inefficient. To work around this but also ensure our creative never got bland, we constantly found new ways to bring the Coles Financial Services brand assets to life. Think of a scenario the boy band could possibly have been in, and we probably did it – from a tropical beach to outer space and everything in between.

Coles credit cards billboard with two men in red suits

The project covered

Campaign creation | Visual identity | Design asset creation