Storyboard: Cartoon with star appeal

A star is born when Southern Cross Travel Insurance invents a cartoon character to boost its brand awareness.

The problem: Research by Southern Cross Travel Insurance (SCTI) showed that despite its 20-year history, brand awareness of the company among travellers was low.

The brief: Auckland-based Corporate Design was engaged to come up with a profile-raising campaign encompassing the brand values of relaxation, enjoyment and confidence when travelling overseas. SCTI wanted a high-impact campaign, but had a tight budget.

The concept: The "Star Man" was created, initially as a two-dimensional figure, and used in print and billboard advertising. Keen to turn him into a TV star, SCTI needed to make him three-dimensional.

The execution: Corporate Design enlisted John Holdsworth, who worked on special effects for The Lord of the Rings. Animation company Sparks created the 3D animation under direction from Holdsworth and from illustrations and storyboards supplied by Corporate Design.

The result: SCTI sales and marketing manager Richard Park says sales have jumped since the Star Man campaign. "We can see that it is definitely working."

The lessons: "New Zealand is up there in the field of graphic technology," says Park. "These guys can cost-effectively put together an animated set of commercials which get a powerful message across very efficiently. People love the idea of a story being told through animation."

Corporate Design