An innovative campaign initiated by H&H Insurance Brokers demonstrates that the traditional Collie dog names may no longer in favour.
This summer, throughout agricultural shows across the North of England and South of Scotland, HHIB had been running a competition to name their ad campaign Collie dog. Over 500 entries were received, with more than 100 names suggested, and from the results, it is evident that the traditional Collie dog names may be diminishing. The name which became the office favourite was Barny, with Millie and Oscar achieving second and third place respectively.
“Whilst the more traditional names such as Patch, Bess and Fly were still suggested, what was interesting is that more modern names such as Ziggy, Guss, Hunter, Cleo, Zeus and even Rainbow Dash are now on trend”, says Nina Oxley, Marketing Manager for H&H Insurance Brokers.
‘Name the Collie Dog’ is part of a multi-faceted national award-winning marketing initiative, launched by HHIB earlier this year. The Collie dog, now named Barny, is the main character in most of the illustrations, and going forward through digital campaigns, he will offer support, assistance and relevant insurance advice.
“The Border Collie, the word “collie” meaning “useful” in Gaelic, is a breed which is invaluable to many farmers and to many of our customers. Considered to be the world’s premier sheep herding dog, Border Collies have worked with and helped shepherds around the border area of England and Scotland for hundreds of years, so we felt that choosing a Collie for our campaign really was truly fitting”, adds Nina.
For generations of farmers, the naming of their working Collie dog has been very important. To ensure that the dog will work well under direction and at a distance, there are many considerations that need to be taken into account, so the name needs to:
For Barny, his working days are only just beginning. Going forward, Barny will be constantly raising the profile and brand awareness of HHIB, and as he is farm based, he will also offer agricultural and rural related insurance messages throughout the year on such topics as advice on winter protection, staying safe and on-farm security. He will also become involved with various agricultural related activities and events throughout the year, such as British Lamb Week and Borderway Agri-Expo.