Bluesure insurance hires CCHM for £4m multimedia launch

Bluesure, a financial services brand backed by GE Capital and the

Benfield Group, has appointed CCHM to handle its advertising and other

creative activity for its range of insurance products.

The venture is expected to spend around £4 million on an

integrated campaign that launches with national press advertising.

This will be followed by a TV campaign, direct marketing and internet

banner advertising.

The press campaign shows a range of objects alongside copy that

emphasises that Bluesure's insurance policy covers everything. The copy

reads: "House, car, video, TV, bikes, cameras and the family's health.

Covered in one."

Bluesure is launching the service with an offer to pay up to £25

toward cancelling existing customer policies.

CCHM's creative director, Simon Antenen, said: "Bluesure is a complete

step change for the insurance market."

The press campaign was art directed by Mike Lee and the copywriter was

Chris Hill. The photographer was Tony Bowran. Media planning and buying

was by Zed.