We created an animated double act. The Blue represents quality. He's what you'd expect from Zurich; mature and responsible. The Orange is price. He's young and cheeky. Their fun, quirky relationship allows us to talk about the brand's unique approach to quality and price. The objectives were to create the launch campaign for Zurich's new direct insurance brand: Zurich-Connect in the UK and then support key local markets in launching across Europe. We aimed to achieve in 6-months a sales-target of 147,000 sales which was 121% higher than the whole 2008 plan. Achieve target-response-rates, cost-per-response & sales across all media channels, Increased prompted awareness & consideration and lead the 2nd tier insurance players by end of 2009 (e-sure & MoreThan)

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 CPR PressCOST-PER-RESPONSE see 8b & Brand Search results below. Radio COST-PER-RESPONSE £45 TV COST-PER-RESPONSE £167.71 At 94% of planned CPR Other MediaCOST-PER-RESPONSE£40(Directory-Door-drop)At 69% of planned CPR £55(Door-drop).