Norwich Union and Saatchis publicise investment service

Norwich Union will next week launch a TV and poster campaign aimed at building consumers’ awareness of its investment services.

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

change that.’



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

Thompson.



Media planning and buying was by MBS and poster sites were bought by

Premier Outdoor.



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