123.ie, Ireland's direct insurer, launches a new brand platform to mark 24 years of insuring customers across the country. Kicking off the start of its 25th year its new brand campaign ‘The No Drama Llama’ connects to a moment customers know well: the small thing that goes wrong and turns an ordinary day upside down, the leak, the bump in the car park and the calm that comes from knowing the rest of it will be easy.
It's moments like these, big or small that 123.ie has been built around since 2002. Launched as Ireland's first direct online insurance provider, the brand took the drama out of buying insurance from day one. Twenty-four years on, customers still describe the difference with 123.ie in the same words: it's easy, and they're there when you need them. The new platform makes that promise warm, memorable, and a bit fun — through a calm, witty, unmistakable Irish character built to live alongside the brand for years to come.
Insurance is one of Ireland's most serious categories. The No Drama Llama is a deliberate counterweight, a brand letting itself smile while it gets on with the serious bit properly. That serious bit includes paying more than 99% of car claims, a four-star Trustpilot rating, Irish-based teams, and 24/7 breakdown assistance that doesn't affect a customer's no-claims bonus.
"Insurance is a serious category and needs to be taken seriously, but that doesn't mean all insurance advertising needs to feel heavy " said Conor Byrne, director of marketing at 123.ie. "Some of the most effective brands find ways to tell important stories in enjoyable and memorable ways. As we spoke to customers one thing kept coming through, when something goes wrong, whether it’s a leak, a bump in the car park, or a roof tile falling, it can feel like your whole day has been turned upside down. What people want in that moment is simplicity. The No Drama Llama was built around that insight and the role 123.ie has played for 24 years, helping bring a little calm when life feels dramatic, and doing that in a warm, memorable way that we hope people will enjoy"
The launch comes as 123.ie heads into its 25th year insuring Ireland, a milestone the brand is marking with the start of a long-term commitment to brand-building. The No Drama Llama is designed as a distinctive character that will live across television, radio, digital, social, sponsorship and out-of-home for years, not weeks, and is part of a sustained investment in the brand by 123.ie.
The platform launched across all channels from 1 June 2026 and will be supported across 123.ie communications and customer touchpoints in the months ahead.
About 123.ie
123.ie is one of Ireland's leading direct insurance providers, offering car, home, travel, health and van insurance to customers across the Republic of Ireland. Founded in 2002 as Ireland's first direct online insurance provider, 123.ie has been insuring Irish drivers and homeowners for
24 years, with Irish-based teams and a record of paying more than 99% of car claims. 123.ie is part of Intact Financial Corporation. The brand is also the official insurance partner of Athletics Ireland.
Press enquiries:
123.ie is part of Intact Insurance Ireland.
For further media information on 123.ie please contact:
Elaine O’Reilly: elaine.oreilly@intactinsurance.ie
Shane O’Donoghue: shane.odonoghue@intactinsurance.ie
