Client: Ecclesiastical Insurance Group
Agency: Target Advertising
Copywriter: Paul Funnell
Art director: Robin Hammond
Client: NPI In-Retirement Services
Agency: Millennium Direct
Copywriter: Phil Ray
Art director: Safa Arbabha
Client: Lloyds TSB
Agency: WWAV Rapp Collins
Copywriter: Steve Rowland
Art director: Ed Gosney
Whatever men may say about women behind the wheel, 91% of driving
offences are committed by men. Young males are a particularly bad risk,
which means that insurance companies shun the youth market as a whole.
Ecclesiastical Insurance, keen to avoid a head-on crash with the big
motor insurers, decided to focus on young women drivers, with a ’Just
for Girls’ campaign.
It is now the company’s top-selling product.
So strong was the initial response, in fact, that advertising had to be
reduced while capacity was increased.
The programme uses strong fashion imagery and has been promoted through
titles such as Cosmopolitan, Company, 19 and The Clothes Show
The advertising backed the theme that young women deserved a better
deal, using facts and figures to demonstrate that they were safer
The marketing-cost-to-total-annual-renewal-premium has consistently
exceeded target, and the lapse ratio has also been better than
The judges praised the entry for its media choice and strong and
consistent images. It stood out, they said, in a category that was well
supported, but with few distinguished entries.
War-time imagery of a ration book was used by NPI In-Retirement Services
to promote its extra income plan to people aged over 70, living in their
own homes in England and Wales.
Tested against an existing banker, the initial pack and a follow-up
mailing effectively doubled the response rate.
A ’grey power’ database was used, with selections from several lifestyle
lists to ensure accurate targeting.
Aiming at a relatively unsophisticated customer base, TSB mounted a
campaign to persuade people with money in instant access and current
accounts that their money could be working harder for them - while
ensuring that the taxman didn’t ’take a bite out of your lolly’.
The integrated campaign used press and branch POP material as well as
direct mail, and 64,000 enquiries were generated. The cost per enquiry
via direct mail dropped by four-fifths compared with 1996.