From launch, we generated record sales, achieving 114% of planned sales & 112% of Gross-Written-Premium. All-the-more impressive since the business target for the 6 months from launch was a meteoric 121% up on the full-year 2008 plan and Zurich’s share-of-voice was 8 times lower than Direct-Line’s.Call volumes doubled month-on-month, rose 185% YOY (49,000 calls).

Web visits doubled month-on-month, rose 146% YOY (117,000 visits) Record-sales – 114% of plan (19,591-sales)Record-GWP – 112% of plan (£6.8M-GWP)Direct Mail COST-PER-RESPONSE £4.59 (Warm-DM) At 36.8% of planned CPRPress COST-PER-RESPONSESee 8b & Brand Search results below. Radio COST-PER-RESPONSE £45TV COST-PER-RESPONSE £167.71At 94% of planned CPROther Media COST-PER-RESPONSE £40 (Directory-Door-drop) At 69% of planned CPR £55 (Door-drop)