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Zurich Connect launch

2009 UK DMA Awards

Issue 13 | December 2009

Agency

20:20 London

Creative Team

Executive Creative Director: David Harris Creative Head: James Nester Creative Head: Chris Lawson Photographer: Piet Johnson Web Designer: Ivan Pinto Designer: Kevan Ansell

Date

1st July 2009

Background

There are already over 100 players in the UK car insurance market, spending £329M a year on advertising. So launching in this market may have seemed a foolhardy thing to do. But Zurich saw an opportunity to build on their reputation for quality and and to challenge people’s perceptions on price by launching Zurich Connect, a new direct brand.

Idea

The creative vehicle is an animated double act. The Blue character represents quality. He’s what you’d expect from Zurich; mature and responsible. The Orange character is price. He’s young and cheeky. Their fun, quirky relationship allows Zurich to talk about the brand’s unique approach to quality and price.

Results

From launch, record sales were generated, 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.

Script:

Blue: New Zurich Connect. At last, car insurance that gives you…

Orange: A great price!

Blue: …without compromising on quality. You get a complimentary courtesy car…

You just wrecked our set.

Orange: Sorry, it was in the way. To celebrate our launch we guarantee to beat

any renewal quote when you buy before the 1st of October.

Blue: That’s a great offer.

Orange: Thank you. I think we should go now.

FVO: If you’d like us to beat your renewal quote, call now or go online.

Zurich Connect. A little price, a lot of cover.

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