Norwich Union will next week launch a TV and poster campaign aimed
at building consumers’ awareness of its investment services.
The campaign, by Saatchi & Saatchi, begins on 14 September and runs
until the end of October before being given a second run next year.
The ads feature members of the public - including a trawlerman, a
cross-Channel swimmer and a lollipop lady - twanging City-style red
braces to show their satisfaction at the financial returns made for
them. The soundtrack is Part of the Union by the Strawbs and the posters
feature stills from the TV ad.
Thomas Cowper Johnson, group brand manager at Norwich Union, said:
’Norwich Union has more than pounds 50 billion of funds under
management, making us a serious player in the investment world. However,
people still think of us as an insurance company. This campaign seeks to
Harry Corsham, account director at Saatchis, added: ’The challenge for
this campaign was to boost Norwich Union’s investment credentials and
achieve stand-out in what is traditionally a poorly branded advertising
sector. Our solution of a strong investment icon coupled with a powerful
signature track achieves this.’
The ads were art directed by Dennis Willison, written by Kes Gray and
directed by Nick Lewin through Cowboy. The photographer was David
Media planning and buying was by MBS and poster sites were bought by