Insurance advertising
Discussion
I have an interview next week with one of the UK's best know insurance companies. The position is marketing manager and I'll be in charge of TV and magazine advertising – my idea of a dream job. How I managed to get my foot in the door I have no idea, but seeing as I have I'm going to exploit it for all its worth.
I need a little market research help and was wondering your views of car insurance advertising.
- Which adverts do you like, and why?
- Which do you hate, and why?
- Any other thoughts on the subject?
I personally find most insurance adverts a combination of annoying & irrelevant. Unless the ads are very original or a company I know have competitive quotes then I dismiss them straight away.
I need a little market research help and was wondering your views of car insurance advertising.
- Which adverts do you like, and why?
- Which do you hate, and why?
- Any other thoughts on the subject?
I personally find most insurance adverts a combination of annoying & irrelevant. Unless the ads are very original or a company I know have competitive quotes then I dismiss them straight away.
Plotloss said:
Anything featuring that tool Winner.
Jenny Seagrove what were you thinking?
But most insurance advertising is plain annoying ("That's Elephant.co.uk, that's Elephant...." or some drama student dressed in a silly outfit.) Memorable, but only because of the irritation. To my mind TV advertising is pointless for insurance companies. I think about car insurance x days a year (where x=the number of cars the mechsympathy household has). On that day I reach for the yellow pages and whatever car mags I have to hand. If anything most TV ads will turn me against the company in question, simply because of the increased use in the TV remote.
The exception are the Churchill adverts, some of which are vaguely witty.
Firstly, the very best of luck. I've tried to get into financial marketing in Cardiff and it's a very very closed shop.
The very best adverts end up in language, such as 'they're not Terry's, they're mine' or 'should have gone to Specsavers' and dare I say 'calm down dear, it's just a commercial'. You've got to get a hook and run with it, so the esure ads are actaully quite effective for brand recall.
I like the Nationwide ads for effectiveness in financial & insurance sector (the ones with the bloke from Early Doors) - really honest ads that make you laugh and portray Nationwide in a very good light.
The very best adverts end up in language, such as 'they're not Terry's, they're mine' or 'should have gone to Specsavers' and dare I say 'calm down dear, it's just a commercial'. You've got to get a hook and run with it, so the esure ads are actaully quite effective for brand recall.
I like the Nationwide ads for effectiveness in financial & insurance sector (the ones with the bloke from Early Doors) - really honest ads that make you laugh and portray Nationwide in a very good light.
Theyre all dire with NUD and E-sure taking the joint title for ‘Most likely to Inspire Murder’ on either that Winner t
t or the gimp who used to be Mrs Mertons son.
Admiral and Elephant are just silly.
The one that Id say annoys the least is Churchill.. cant put my finger on why but I feel less urge to throw a brick through the tv at that one.
How about a new tack along the lines of -
1/ Our premiums will be competitive and wont vary depending on how much we think we can screw you for.
2/ We wont take the piss by using a quick response 0800 number for your quote then reem you senseless with an 0870 with 47 button presses when you need to claim / make mid term adjustments etc.
3/ We wont use halfwits in overseas call centers, all our staff will be trained to a level that will enable them to answer all likely questions. They will not talk bollox with utter confidence in order to make you go away.
t or the gimp who used to be Mrs Mertons son. Admiral and Elephant are just silly.
The one that Id say annoys the least is Churchill.. cant put my finger on why but I feel less urge to throw a brick through the tv at that one.
How about a new tack along the lines of -
1/ Our premiums will be competitive and wont vary depending on how much we think we can screw you for.
2/ We wont take the piss by using a quick response 0800 number for your quote then reem you senseless with an 0870 with 47 button presses when you need to claim / make mid term adjustments etc.
3/ We wont use halfwits in overseas call centers, all our staff will be trained to a level that will enable them to answer all likely questions. They will not talk bollox with utter confidence in order to make you go away.
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