MBA creates debut Inspop.com work

Maher Bird Associates is launching its debut work for Inspop.com, the online insurance company, with a pounds 10 million national TV campaign.

Maher Bird Associates is launching its debut work for Inspop.com,

the online insurance company, with a pounds 10 million national TV

campaign.



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

brokers.



’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

sense.’



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.



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