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An elderly woman at the wheel of a blue 2CV, key visual of Clavel’s “Assure ta vieille !” campaign
An elderly woman at the wheel of a blue 2CV, key visual of Clavel’s “Assure ta vieille !” campaign
An elderly woman at the wheel of a blue 2CV, key visual of Clavel’s “Assure ta vieille !” campaign

Brand strategy

Visual identity

WALIBI

Clavel insures your old lady!

Clavel insures your old lady!

Brand strategy

Visual identity

Clavel Insurance

KEY FIGURES

per Meta quote request, April–July 2025

per Meta quote request, April–July 2025

€4 → €1.80

€4 → €1.80

filmed over 3 days in the Vaucluse

filmed over 3 days in the Vaucluse

3 films

3 films

delivered in 3 formats, from 6 to 30 seconds

delivered in 3 formats, from 6 to 30 seconds

30 videos

30 videos

SECTORS

SECTORS

Insurance

Car

PERIOD

PERIOD

October 2024 – July 2025

ACTORS

ACTORS

Picture Element
Pep’s
Picture Element
Pep’s

OVERVIEW

Summary

An old car. A real attachment. Insurance that finally speaks the same language.

With "Assure ta vieille!", we gave Clavel a voice and a face: Simone. A advertising campaign produced with PEP’S, extended into digital acquisition to transform this connection with motorists into quote requests.

The finding

A classic car can be a family keepsake, a passion, or simply the one you want to keep. Clavel knows these drivers and their needs. Its communication had to express this proximity.

We chose to start from their attachment to the vehicle: a brand territory that allows us to enter the conversation, and then talk about insurance in simple words.

The stakes

Making people love the brand and understand the offering in the same breath.

Our challenge was twofold: to establish Clavel in people's minds and generate quote requests. A brand awareness campaign sets the tone; acquisition creatives must make the benefit clear and the call to action obvious. We built both around the same character.

The angle

'Insure your old dear!' attracts attention. Simone gives it her personality.

We imagined a supportive spokesperson, cars that we grow attached to, and a sense of humour that brings the brand closer to its customers. Comedy opens the conversation. Subsequent messages dedicated to the offer then provide the reasons to request a quote.

Simone carries both registers: she makes people smile and knows what she is talking about.

The device

We made advertising creation and acquisition work together.

With PEP’S, we manage the incarnation of Simone, the staging and the video variations. The photographic shoots extend this universe into compositions designed for digital ads. The filmed and photographed images thus form a coherent material for the campaign.

On Meta, we then adjust the messages, their hierarchy and the calls to action based on performance. The assessment guides the trade-offs: keeping Clavel's personality while making the insurance promise more immediate.

The result

The cost per quote request dropped from €4 to €1.80 between the two acquisition phases compared in the July 2025 report: from 14 April to 25 May, and then from 26 May to 17 July.

The creative elements evolved with the results: work on the clarity of the messaging accompanied a more efficient acquisition of quote requests.

Summary

An old car. A real attachment. Insurance that finally speaks the same language.

With "Assure ta vieille!", we gave Clavel a voice and a face: Simone. A advertising campaign produced with PEP’S, extended into digital acquisition to transform this connection with motorists into quote requests.

The finding

A classic car can be a family keepsake, a passion, or simply the one you want to keep. Clavel knows these drivers and their needs. Its communication had to express this proximity.

We chose to start from their attachment to the vehicle: a brand territory that allows us to enter the conversation, and then talk about insurance in simple words.

The stakes

Making people love the brand and understand the offering in the same breath.

Our challenge was twofold: to establish Clavel in people's minds and generate quote requests. A brand awareness campaign sets the tone; acquisition creatives must make the benefit clear and the call to action obvious. We built both around the same character.

The angle

'Insure your old dear!' attracts attention. Simone gives it her personality.

We imagined a supportive spokesperson, cars that we grow attached to, and a sense of humour that brings the brand closer to its customers. Comedy opens the conversation. Subsequent messages dedicated to the offer then provide the reasons to request a quote.

Simone carries both registers: she makes people smile and knows what she is talking about.

The device

We made advertising creation and acquisition work together.

With PEP’S, we manage the incarnation of Simone, the staging and the video variations. The photographic shoots extend this universe into compositions designed for digital ads. The filmed and photographed images thus form a coherent material for the campaign.

On Meta, we then adjust the messages, their hierarchy and the calls to action based on performance. The assessment guides the trade-offs: keeping Clavel's personality while making the insurance promise more immediate.

The result

The cost per quote request dropped from €4 to €1.80 between the two acquisition phases compared in the July 2025 report: from 14 April to 25 May, and then from 26 May to 17 July.

The creative elements evolved with the results: work on the clarity of the messaging accompanied a more efficient acquisition of quote requests.

PIC TOUCH

Simone was designed to last beyond a single advert.

We took her from film to photography, and from comedy scenes to the sales arguments of the offer. Same character, same chemistry, multiple reasons to speak out. Clavel now has an advertising territory that can be brought to life in line with its commercial campaigns.

Let's talk about it together!

0

PIC TOUCH

Simone was designed to last beyond a single advert.

We took her from film to photography, and from comedy scenes to the sales arguments of the offer. Same character, same chemistry, multiple reasons to speak out. Clavel now has an advertising territory that can be brought to life in line with its commercial campaigns.

Let's talk about it together!

Let's talk about it together!

Aucune image trouvee pour le layer "Carousel Gallery".
An elderly woman at the wheel of a blue 2CV, key visual of Clavel’s “Assure ta vieille !” campaign

THEY ARE TALKING ABOUT IT

« On voulait exister autrement. Vous nous avez proposé quelque chose qu’on n’aurait pas osé seuls et ça a largement dépassé nos attentes. »

« On voulait exister autrement. Vous nous avez proposé quelque chose qu’on n’aurait pas osé seuls et ça a largement dépassé nos attentes. »

Clavel Insurance

Clavel Insurance

Marketing Department

Marketing Department

THE FIGURES IN DETAIL

€4 → €1.80

per Meta quote request, April–July 2025

per Meta quote request, April–July 2025

€4 → €1.80

per Meta quote request, April–July 2025

€4 → €1.80

per Meta quote request, April–July 2025

3 films

filmed over 3 days in the Vaucluse

filmed over 3 days in the Vaucluse

3 films

filmed over 3 days in the Vaucluse

3 films

filmed over 3 days in the Vaucluse

30 videos
30 videos

delivered in 3 formats, from 6 to 30 seconds

delivered in 3 formats, from 6 to 30 seconds

delivered in 3 formats, from 6 to 30 seconds

30 videos

delivered in 3 formats, from 6 to 30 seconds

1,700 photos

taken in a single day of shooting

taken in a single day of shooting

1,700 photos

taken in a single day of shooting

1,700 photos

taken in a single day of shooting

1.2 TB
1.2 TB

of rushes for three films

of rushes for three films

of rushes for three films

1.2 TB

of rushes for three films

  1. Creative brief and concept writing

  2. Casting and location scouting

  3. Filming of commercials

  4. Editing, colour grading and delivery

  1. Creative brief and concept writing

  2. Casting and location scouting

  3. Filming of commercials

  4. Editing, colour grading and delivery

  1. Creative brief and concept writing

  2. Casting and location scouting

  3. Filming of commercials

  4. Editing, colour grading and delivery

An elderly woman at the wheel of a blue 2CV, key visual of Clavel’s “Assure ta vieille !” campaign

A quick question before we speak!

You don't start with a quote. You start with an idea. And if you've read this case study, you already have one about us.

Just answer this question to get your free creative audit!

In one of the commercials you've just seen, Simone realises:
In one of the commercials you've just seen, Simone realises:

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So, shall we work together?

Yes

No

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69004 LYON

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So, shall we work together?

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