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The UK’s only online insurance company, is launching a major GBP25 million advertising campaign fronted by 70’s rock icon Iggy Pop. Launching Sunday, 4 January 2009, the new campaign marks a step change in car insurance advertising.
Created by advertising agency MWO, the campaign launches swiftcover.com’s new strategy “Get a Life”, using Iggy Pop to highlight the time saving hassle-free service provided by the wholly online insurance company. In the ads, Pop will be embracing his “online life” and how it provides efficiencies and cost savings to enable consumers to “Get a Life”.
One execution of the TV advert underlines the convenience of safely storing documents online, with Iggy reminiscing that he hasn’t seen his birth certificate for years. Another focuses on the time saved using swiftcover.com’s service, particularly the ability to request a quote in 60 seconds.
Media has been planned by Spark Media and Steak Media, and includes TV, radio, outdoor and digital advertising, along with swiftcover.com’s new sponsorship of Sky’s 2009 Sci-Fi season.
Tina Shortle, marketing director at swiftcover.com, said, “The new campaign is an exciting step for swiftcover.com and one which we think will create great stand out in this highly competitive marketplace. As the only online insurer, we feel this new and unique approach reflects our positioning as a young and innovative company.”
Tim Mortimer, managing director at MWO said, “The insurance market is not known for great advertising, and we took the opportunity to change that. Our online lives can give us the ability to run our lives better and more efficiently. I don’t think anybody has explained this properly through a big advertising strategy, until now.”
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