Co-operators is aiming to connect to clients through understanding rather than a hard sell in a new campaign that places the insurer’s messaging into a variety of location-specific contexts.
Developed with Angry Butterfly, “We Get it. We Got You” aims is to strategically build salience and brand affinity in high-attention and high-relevance situations across TV, connected TV, digital, social and transit.
Images courtesy of Co-operators
During sports programming, messaging reads: “A bit too invested in your favourite team? We get it. Not sure if you’ve invested enough? We got you.” On streaming apps, ads say, “Overwhelmed by endless streaming options? We get it. Overwhelmed by endless insurance options? We got you.”
Other examples tap into ad-skipping and commuting frustrations paired alongside financial-service issues that Co-Operators can provide assistance for.
“We’ve always put clients at the centre of everything we do. Working with Angry Butterfly, we have found a simple, compelling way to say that – one that flexes across every touchpoint,” said Cindy Wong, Co-operators’ VP of marketing and communications.
Angry Butterfly says the agency sought to strike a balance between strategic precision and emotion resonance by leaning into culturally relevant moments that mirror real-life experiences and concerns.
“The best brand stories aren’t invented, they’re uncovered,” said Angry Butterfly CCO Erin Kawalecki. “We paired contextually relevant messages with impactful media placements to show we truly understand what people are going through in the moment.”
The national campaign is now in its second phase of 2026 and has been bolstered by new contextual placements and scenarios.
Earlier this year, Co-Operators unveiled a separate campaign by Angry Butterfly to position itself as a calm voice of reason amid extreme weather events.
