Maher Bird Associates is launching its debut work for Inspop.com,
the online insurance company, with a pounds 10 million national TV
The campaign, which will be supported by national press and online
advertising, aims to reach 98 per cent of consumers nationwide. ’Renewal
day’, which breaks this week, shows the horrors of trying to renew an
insurance policy at very short notice.
The film is based on the idea that by going online to a single site for
insurance quotes, consumers can avoid making several phone calls to
’We created the campaign from personal experience,’ Graham Kerr, the
creative director at Maher Bird, said. ’We’ve all been there so why not
show it? We all wanted to create a dotcom commercial that made
The site, which has the backing of CGU, Royal Sun Alliance and
Prudential, claims to be the UK’s first portal to link direct insurance
writers with brokers. It plans to target 18 million private motorists
and 22 million house owners.
Consumers can obtain insurance quotes free of charge which they can then
compare with other companies. Insurance companies are then charged on a
’per quote’ basis, which is expected to cut costs and return more
savings to the consumer.
Inspop launched in April this year offering quotes for motor, home,
medical and travel insurance from many of the leading brands.
The campaign was written by Richard Spencer, art directed by Graham Kerr
and directed by John Fiorella and Gabe Sabloss of Great Guns. Media
planning and buying is handled by Front Line.