Lloyds-TSB unveils White Knight insurance plan

By CLAIRE BEALE, campaignlive.co.uk, Friday, 26 September 1997 12:00AM

Lloyds-TSB is joining forces with the car retailer, the Car Group, to launch a car insurance service, which has appointed Dolphin and Booth Lockett Makin to handle a pounds 5 million launch ad campaign.

Lloyds-TSB is joining forces with the car retailer, the Car Group,

to launch a car insurance service, which has appointed Dolphin and Booth

Lockett Makin to handle a pounds 5 million launch ad campaign.



The new service, called White Knight, will draw on the resources of the

Automobile Association and Royal and SunAlliance to offer warranties for

used cars for the first time. Under the terms of the scheme, sellers

will provide a written assessment of the state of the car. If something

goes wrong within the first two weeks, the AA will be called on to

arbitrate.



Thereafter, the buyer will be eligible for Royal and SunAlliance’s

mechanical breakdown cover.



The initiative is expected to spearhead a new market in the car

insurance field.



Approximately four million used-car transactions are conducted every

year and the market is growing at 10 per cent a year.



White Knight will position itself as an insurance ’comfort blanket’ for

buyers and an added sales point for people selling a used car.



Dolphin and BLM pitched alongside the marketing communications

specialist, Creative Marketing Solutions, against a number of other

undisclosed agencies, to win the business.



The launch campaign is centred around a month-long series of front-cover

wraparounds appearing on the used-car buyer’s bible, Auto Trader. Thirty

per cent of private car sales are channelled through the weekly title,

which will also carry White Knight ads inside its issues and on its

Website.



This will be supported by a pounds 1 million national TV campaign,

consisting of one 40- and one ten-second ad, devised by Dolphin’s

creative director, Chalky White. The TV work depicts a hero in shining

armour stopping a man who is just about to call a used-car seller

without first talking to White Knight.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs