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
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.