RAC Insurance is running a fully integrated campaign in two test
areas which could lead to the insurance firm’s first national door
The campaign, created by Lowe Direct, is designed to test the theory
that customers are more likely to seek car insurance quotes from a
company if they can recall some of its advertising.
It uses the same ideas and images in all executions throughout the
campaign, ranging from press and poster ads, through radio commercials
to door drops.
Mike Welsh, a group account director at Lowe Direct, explained that
research conducted late last year revealed that consumers usually ring
round three or so different insurance companies when the time comes to
renew their insurance.
’We identified the fact that advertising recall was almost as important
as having a strong brand in the first place,’ Welsh said.
RAC Insurance, which is now owned by Guardian Direct rather than the car
rescue service itself, worked with Lowe Direct to identify areas
suitable for a test. Bristol and Lancashire were chosen as regions where
sales were already brisk. The campaign has been phased so that 48-sheet
posters run first, followed by press ads bearing the same theme, ’Car
insurance ... get miles more’, which is emblazoned over shots of a
The ads were supported by a local radio campaign and the door drop,
which aims to back up the press work, and a telephone number for those
seeking more information.
The campaign will run until the end of May, and responses will be
assessed over the summer for a possible rollout in September.