The campaign for the car, home and travel insurance provider comprises five 30-second commercials and uses the idea that Norwich Union quotes are so low that they make people really happy.
Each film features a car or home owner on the phone to Norwich Union Direct, asking the insurer to "quote me happy" for their insurance. They are then seen laughing delightedly at the response. The Madness singer, Suggs, provides the voiceover at the end of each execution.
Norwich Union is aiming its forthcoming activity at a broad audience, although its core target is men aged 25 to 54. The campaign breaks next week and will run both in primetime and daytime TV. Media planning and buying is through Brand Connection.
One of the agency's directors, Adam Clark, said the campaign had been upweighted in certain regions which have been identified as having high Norwich Union Direct conversion rates. Direct response will also be an integral part of the drive, and will be predominantly used on daytime television.
"We are going into peak in order to achieve incremental uplift across all media and we're testing the creative with direct response," Clark said.
He added that bus-backs would also be used to support the TV work, which will run throughout the year.
AMV pitched against Leo Burnett, McCann-Erickson and BMP DDB for the £8 million account, in a review handled by Agency Insight.
The campaign was written by Matthew Abbott and art directed by Martin Casson. It was directed by Mark Nunneley at RSA Films.