Despite being one of the most shockingly noisy media environments, UK daytime TV still forms a staple part of any mass-market brand’s DRTV acquisition push with its near unique ability to provide volume reach.And herein lay both of the problems this campaign had to face. Whilst daytime TV’s ability to deliver quantity of leads is unrivalled, the quality of leads it delivers is highly suspect in this sector.In an attempt to attract new customers with something other than price, and to attract customers with a lower propensity to switch insurer 12 months down the line at renewal, a new proposition that rewards long term loyalty with a tangible financial saving needed to be created.

The offer of long term free contents cover with the purchase of buildings cover turns the consideration process, and buying decision, around home insurance inside out. This is an offer that goes on and on and on. By dramatising this through the analogy of 'Russian doll houses' in which the component parts of the offer are revealed one after another we allow the viewer to visualise the ongoing benefits, and share in a growing sense of excitement in anticipating the next reveal. A hard selling message is delivered here through softly spoken, charming animation that sets MORE TH>N apart from the sea of similarity that defines this sector.

This campaign has been so successful that the call centre has had to bring more staff in to handle the volume of calls. More Than has taken record calls with sales tracking 40% above target. In comparison to our previous ad this execution is delivering a 36% reduction in cost per sale. We had planned to replace the creative after six months but the performance has been so consistently strong that we can’t risk it.