We’re delighted that our work with SME business insurer Simply Business has been shortlisted in the TV / CTV category at The Drum Awards for Media.
The TV / CTV category rewards campaigns that leverage television, connected TV (CTV), cinema and streaming platforms to deliver impactful marketing messages and engage audiences across traditional and digital environments. The shortlisted campaigns demonstrate how these channels were strategically integrated to maximize reach, enhance targeting capabilities and engage the target audience.
When it comes to our entry for Simply Business, it’s no secret that the insurance market is a crowded space. From opera singers and iconic meerkats, standing out isn’t easy. It takes something special to make people sit up and take notice. Simply Business set about doing just that. It had historically relied on generic PPC search and price comparison websites to drive business but recognised an opportunity to grow the number of direct customers. We needed to increase awareness and consideration for Simply Business, ultimately leading to more customers buying direct.
Truant’s creative concept centres around a memorable play on Tina Turner’s 1980s hit ‘The Best’ which captures the feeling of knowing your business is protected. Our media strategy used contextual advertising, placing Simply Business’ ad alongside TV programming that showed the euphoria of success. During a summer of sport, we secured access to premium live events, including the Premier League’s opening game and Paralympics Opening Ceremony. This was supported by spots across what we termed ‘skilled reality’ programming: reality shows that feature an element of competition.
The results of our approach were quite simply… the best! Simply Business has grown to record highs in both awareness and consideration. As of August 2025, the campaign has delivered a 50% and 28% increase in spontaneous and prompted awareness respectively, while consideration levels have increased by 18%. These improvements in brand health are reflected in the Simply Business journey, as branded search has increased by 52%, resulting in a +22% YoY growth in policies sold via brand search.
To read about this campaign in more detail head to our case study page.
