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.Herein lay both 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.

One month’s free cover when you join, two months’ free cover when you renew takes the usual car insurance acquisition tactic of shouting about price and turns it on its head, by rewarding both the switch and continued loyalty. The spot takes the viewer on an upside down car journey through the changing seasons which dramatises the ongoing benefits of moving to, and staying with, the insurer. Eschewing the conventional wisdom that daytime DRTV has to irritate people into action, 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.

It’s great when taking that little extra care in an execution pays off. And this work is testament to that attention to detail. The campaign which went live in January delivered a year on year improvement of 9% in ROI over the previous campaign, setting new benchmarks for us to beat.