The Brief: Create a campaign to sell Co-operative Insurance’s home and motor policy range. Including 2x 30 second DRTV ads from brief to on-air in around 8 weeks.
The Solution: There was ironically no insurance policy on this one. We had to deliver against tight timescales. When you have a big idea, that’s a lot easier. Ours was simple: people love their homes and cars more than you’d think. Google it! So we positioned The Co as the perfect insurance partner to help them protect the things they loved.
The Result: A multi-channel integrated campaign which ran across TV, press, direct mail, online/social and even stretched into internal comms. It delivered a 33% uplift on quotes during its 8 week run. We were happy with the results but like most campaigns with this client, they watered down the original idea. Our initial idea was to use real customers and real people, but due to lack of time we were unable to achieve this. Shame.