NEWS

Co-op gets "emotional" in financial services campaign

By Camille Alarcon, Marketing Week ON 10 JULY 2009

The Co-operative Financial Services is launching a direct response TV campaign promoting its car insurance product.

The execution moves away from the trend towards price-led advertising, instead focusing on the relationship people have with their cars.

The voiceover says: "Your car is your pride and joy. It's a part of who you are. And car insurance from the Co-operative can help you look after it."

Viewers are invited to ring a hotline or visit a microsite developed by Rapp for a quote, telling consumers that they have the added incentive of saving up to £191 a year.

The end line is: "You love it. We look after it."

The 30-second ad, created by Rapp Edinburgh, will air throughout the month on a number of satellite channels. It is being supported by direct mail activity.

Paul Hemingway, Co-operative Financial Services head of campaign marketing, says: "So much car insurance marketing leads on price, making it a commodity. We wanted to create stand out and engender more emotional engagement and hence the focus on the genuine relationship that often exists between people and their cars."

The Co-operative Financial Services group of businesses includes The Co-operative Insurance, The Co-operative Investments and The Co-operative Bank. It is part of The Co-operative Group.