Our first campaign for Legal & General’s general insurance division delivered more coverage than any previous campaign they had run, amounting to £834,000 worth of advertising equivalent value and won the hotly contested Media Relations Award at the 2010 CIPR Awards
The challenge
Our brief was to bring a sleeping-giant brand back into the mainstream consciousness, particularly emphasising its general insurance credentials, in contrast to its best-known pension and investment business.
We needed to differentiate it in an increasingly price-driven market and deliver in the home news pages and consumer broadcast media, moving beyond the personal finance press.
Our response
We identified the trend for Facebook and Twitter users to post their holiday details, as a near-open invitation for burglars to go “internet shopping”.
This gave us the Digital Criminal report which positioned Legal & General as the expert on home insurance in the digital age. We drew on the expertise of Mike Fraser (reformed burglar from the BBC’s Beat the Burglar) and a consumer poll of social networking users.
Our priority was to secure high-profile television and radio interviews and solid national coverage in the home news pages, as well as to adapt the material to appeal to the insurance trade press.
Results
The launch helped to bring Legal & General’s general insurance business back into the eye of mainstream media, resulting in almost blanket coverage in the UK and reaching news sources all over the world. Coverage is still coming in today.
The initial splash delivered a full-page article in The Daily Mail, coverage in the Mirror and Express as well as 11 pieces of national online coverage.
Broadcast coverage included GMTV, Channel 4 News, Sky News and BBC News and 43 radio stations.
We delivered the advertising value equivalent of £2.5 million, reaching more than 45 million people, more than double our original target.
The campaign won the hotly contested Media Relations Award in the 2010 CIPR Excellence Awards, describing the campaign as 'a very strong PR driven concept that hit a chord with mainstream and social media'.
