NEWS: Norwich Union awards Saatchi direct rethink

By STEFANO HATFIELD, campaignlive.co.uk, Friday, 01 December 1995 12:00AM

Saatchi and Saatchi has been given a huge vote of confidence by Norwich Union by landing the pounds 10 million task to launch the insurance giant into the direct market.

Saatchi and Saatchi has been given a huge vote of confidence by Norwich

Union by landing the pounds 10 million task to launch the insurance

giant into the direct market.



Just one week after severing its short-lived link-up with Virgin by

selling its 50 per cent stake in the Virgin Direct joint venture,

Norwich Union has revealed plans to take on Direct Line head-to-head by

offering car and home insurance over the phone.



Norwich Union Direct will be launched in January with a major television

and press campaign fronted by the actor/comedian, John Cleese. The work

was created by a team including the Charlotte Street creative director,

Adam Kean, and directed by John Lloyd through Limelight. Media buying is

through MBS.



The work will draw on the ‘protect’ theme established in last year’s

Saatchis campaign for Norwich Union, which featured shots of the Great

Wall of China. Now the central idea is ‘We’ll protect for less’.



Adam Crozier, Saatchis’ joint chief executive, said: ‘We are trying to

find a way through what will be a cluttered and undifferentiated market.

We will be trying to turn the idea of using a celebrity on its head.’



Norwich Union’s move is the latest in a series of announcements by major

financial institutions that they are to launch direct insurance arms,

which may result in a potential bonanza for agencies.



Legal and General and the Prudential are both looking to increase

support for their direct services. Meanwhile, Abbey National is also

planning a major move into the general insurance market.



The benchmark against which all the new advertising will be measured is

TBWA’s pounds 14 million Direct Line work, featuring its famous red

telephone device.



This article was first published on campaignlive.co.uk

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