Competitors

Sheilas' Wheels launches ad campaign for female home insurance product
By Antoinette Odoi Marketing 01-Feb-08, 15:21

LONDON - Sheilas' Wheels, the women's motor insurance company, is rolling out an ad campaign to promote its new female-focused home insurance product.

The brand, whose current TV ads for car insurance are fronted by various ‘Sheilas' clad in lurid pink, is aiming to raise awareness of its new offering. The new service, which allows people to buy contents and buildings insurance either separately or as a combined package, is designed to appeal strongly to women, although men are also welcome to buy these products. Sheilas' Wheels car insurance has proved popular with women looking for a more bespoke service, and Sheila's Wheels thinks there should be more flexibility with home insurance too.Company spokesperson Jacky Brown says: "Traditional home cover has moved little with the times and until now has been unisex in its blandness. Sheilas’ Wheels home insurance is a very serious female-focused product in the wrappings of a sassy brand."One of the benefits of its home insurance cover includes free online access to the CreditExpert identity fraud detection and assistance service provided by Experian. Furthermore, customers can choose to add home emergency and pest cover if needed, and Family Legal Protection is free for a year when bought online.

Allianz reworks Petplan title (Pet Insurance)
by Nicola Clark Marketing 22-Jan-08

LONDON - Allianz Insurance has appointed customer publisher Sunday to re-launch its Pet-plan magazine in a bid to boost customer loyalty.

The magazine is being re-launched under the title VIP (Very Important Pets). It was previously called Petpatter. Sunday picked up the contract after a competitive pitch against Wardour and incumbent publisher Mediamark.

The insurance firm will also launch a range of online content to support the magazine, which is the biggest in the market with a circulation of 750,000. The work is intended to consolidate Allianz's position as the UK's biggest pet insurance brand. The bi-annual title will be sent directly to Petplan customers with the aim of encouraging customer retention and increasing policy renewal rates. According to Sunday, the publication will have a more contemporary feel and marketing-focused approach.

The move comes as Pet-plan faces increased competition. Its rivals include Esure, More Then, Virgin Money and the RSPCA. The Halifax has also promoted pet-specific policies. A report this month by market analyst Defaqto warned that consumer confidence in the pet insurance sector is low due to the high turnover of firms leaving and entering the market.

In the past 12 months, six pet insurers have left the UK market and nine have joined. Problems during policy transferrals have led to confusion and distrust, according to Defaqto. The pet insurance category accounts for just 1% of the insurance market and is worth an estimated £400m. Defaqto' s report also warned of stalling growth among the UK pet population.