Ladybird Insurance on TV
Specialist women-only private motor broker Fresh! Insurance Services is to hit the mainstream this month with a series of advertisements promoting its Ladybird brand on prime time television.

Taking on the likes of Direct Line and the Post Office, the broker plans to raise the profile of its women-only private motor brand Ladybird with a series of bright, eye-catching advertisements on various satellite channels on Sky Television.

The Ladybird advertisements, which provide a free phone number for interested customers, will use several short and snappy tag lines, including:

● Car insurance for women
● Who makes the most claims?
● Ladybirds get the best deals
● When it comes to car insurance, you can spot a ladybird anywhere

The broker said it had made the decision to use television advertising as it had noticed – and was reacting to – a public shift in the media that customers were using to source their insurance products.
Mike Wall, general manager at Fresh!, explained: “We are constantly looking for effective call-to-action advertising, and with its reduced costs, television is an affordable opportunity. With our strong Ladybird brand, we can also target the niche market we require on specific channels at the times we want.”

Planning for its television campaign and improved internet presence was key to the broker’s future plans during the last quarter of 2006, during which time Fresh! carried out a detailed survey of effective media. The campaign – from storyboard to final presenta­tion – has taken three months in total to get off the ground.

Mr Wall commented: “Given that the advertisement is designed to attract female drivers, and we can target specific channels at specific times, we are confident that the campaign will deliver a good volume of immediate call-to-action.”
He added: “The Ladybird brand will appear on television for the first time in February and will be running between 4pm to 7pm, when we hope to catch our target audience at home.”

Article Courtesy of Insurance Age Magazine

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