The five-, 10- and 15-second break bumpers, created by Abbott Mead Vickers BBDO, will feature in ad breaks for 10 different Five house and home programmes including 'How Not to Decorate', 'How to Be a Property Developer' and 'House Doctor'.
The break bumpers will centre around Norwich Union's "Quote Me Happy" tagline, promoting the group as a leader in home insurance.
As part of the deal, which runs to the end of 2006, Norwich Union will feature in all Five's on-air promotional trailers, as well as press and poster marketing and on its website.
Paul Napleton, Quote Me Happy strategy manager for Norwich Union, said the deal was an important step to reinforce the brand's core message with a receptive target audience.
"The idents will bring to life our 'happy-ness' theme, which has become synonymous with the Norwich Union brand via our above-the-line activity.
"It is the first time that we've invested in this kind of activity on Five and we are looking forward to seeing some considerable impact at this prime viewing time," he said.
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