DLKW produces esure campaign

Delaney Lund Knox Warren & Partners is launching its first campaign

for esure, a new insurance company backed by the Halifax.

Esure is being launched by Peter Wood, who founded Direct Line insurance

15 years ago. It aims to offer market-beating no-claims discounts with

high levels of service to low-risk drivers and householders.

The campaign is based on the idea that consumers resent the fact that

careful and responsible people subsidise the insurance payments of those

who make regular claims. The ads present the brand as offering an

antidote to conventional insurance, epitomised by the strapline: "Don't

get mad, get esure."

The animated TV spots take the figure from the esure logo and its

colours of orange and blue and build a computer-generated world around


The ad features a hot-headed driver speeding around and acting in a

reckless manner. This character is contrasted with one representing the

kind of careful and considerate motorist that esure is targeting.

The agency has tried to create a different look for an insurance TV spot

with its use of computer graphics. Another ad is planned to air next


Mark Lund, DLKW's chief executive, said: "Esure is a breath of fresh

thinking in the insurance sector. The advertising has been designed to

effect that in both message and tone."

The campaign was written by Jon Elsom and Tom Drew and art directed by

Ken Sara. Press work for the brand launched last week, and the TV work

starts next week.

The campaign will run nationwide, with a spend of £2.5 million

until the end of the year.

Media planning is being handled by Media Planning, which is also buying

the press slots. TV is bought by All Response Media.

DLKW won the account for Halifax's new telephone and online insurance

arm in June following a three-way pitch against St Luke's and Miles

Calcraft Briginshaw Duffy that was conducted through the AAR.

DLKW already handles the Halifax advertising account.