Esure drops Michael Winner to focus on product benefits
By Catherine Turner Marketing Week 01.05.08
Michael Winner has been dropped as the face of insurance brand Esure for the second time in three years, this time to be replaced by aliens.
The campaign which breaks later this week, will promote Esure’s improved benefits for policy holders who are hit by uninsured drivers (such as UFOs) or whose cars have been vandalised. It will have the strap line: ‘Esure Championing your no claims discount’.
Esure brand manager Lee Crawley says the campaign marks a ‘departure’ from its previous advertising, and focuses on the product benefits and customer service and Esure offers.
The ad will be shown across ITV, Channel 4, Five and Digital Channels. It will also feature on Esure’s ITV national weather sponsorship indents.
Winner began directing and starring in the Esure ads in 2002 after the insurer took its advertising in house.
Friday, 2 May 2008
Insurance Related Issues
Motorists would go green if the price was right
Kay Murchie http://www.financemarkets.co.uk 29.04.2008
‘Motorists can pay £50 more to insure a ‘green’ car’
Research by Tescocompare.com, has established that 2 million motorists claim to be driving an environmentally friendly car.
However, Tescocompare.com, discovered that more than 21 million are driven by financial incentives and would consider converting to a ‘green’ or low-emission car if the price was more competitive and the Government offered incentives for doing so.
If road tax was reduced, 62% would be persuaded to go green while 25% could be convinced if there was a steep rise in fuel prices. 36% would consider going green if the incentive was cheaper parking fees.
Paul Baxter of Tescocompare.com said the message that the British driver is sending to the Government is empathetic. They are happy to embrace green driving but want to be rewarded for doing so. Penalising them for not being green is much less of an incentive.
Mr Baxter added that he was disappointed that the Chancellor did not look more widely at the cost barriers for purchasing green cars in the recent Budget and consider cutting Insurance Premium Tax for green cars as an added incentive.
Our research clearly shows the nation’s motorists are much more likely to go green if it saves them money as well as saving the planet, concluded Mr Baxter.
Tescocompare.com established that on average, motorists can pay £50 more to insure a ‘green’ car.
Kay Murchie http://www.financemarkets.co.uk 29.04.2008
‘Motorists can pay £50 more to insure a ‘green’ car’
Research by Tescocompare.com, has established that 2 million motorists claim to be driving an environmentally friendly car.
However, Tescocompare.com, discovered that more than 21 million are driven by financial incentives and would consider converting to a ‘green’ or low-emission car if the price was more competitive and the Government offered incentives for doing so.
If road tax was reduced, 62% would be persuaded to go green while 25% could be convinced if there was a steep rise in fuel prices. 36% would consider going green if the incentive was cheaper parking fees.
Paul Baxter of Tescocompare.com said the message that the British driver is sending to the Government is empathetic. They are happy to embrace green driving but want to be rewarded for doing so. Penalising them for not being green is much less of an incentive.
Mr Baxter added that he was disappointed that the Chancellor did not look more widely at the cost barriers for purchasing green cars in the recent Budget and consider cutting Insurance Premium Tax for green cars as an added incentive.
Our research clearly shows the nation’s motorists are much more likely to go green if it saves them money as well as saving the planet, concluded Mr Baxter.
Tescocompare.com established that on average, motorists can pay £50 more to insure a ‘green’ car.
Behavioural Targeting
Digital direct: Social media means brands will need to learn some manners
By Ross Taylor. Revolution UK 01.05.2008
Is it really possible to introduce social media into the marketing channel strategy?
It's not a question of choosing between Facebook, Bebo or MySpace foryour banner ads. It's all about recognising that these propertiesreflect a fundamental change in the way people use the net to share rather than to consume.
From a marketing perspective, the challenge is not what will be the nextFacebook, but how we can evolve the way in which we think aboutmarketing products, so we can take part in the ensuing conversations onwhatever new cool platform breaks cover.
The real question is: how can we use this evolution in behaviour tointroduce brands and products in a way that will be welcomed and valued by users?
Think about how users will now find information on your products in theway they want - make sure your Wikipedia entry is up to date, make sureyour archive, current product, marketing images and videos are widelydistributed, so they can be easily found. Also, make sure you know whothe key influencers are in your service space and actively engage withthem, use your internal expertise and share that with consumers on theirown terms in spaces such as Yahoo! Answers. Above all, be generous, beopen and be honest at all times. Recognise that you are now a guest atthe party. Be individual: interaction at a social level is about people,and not about brands. But most importantly, be responsive. Social mediais all about social interaction and, of course, manners, and there isnothing more off-putting than asking a question only to be ignored.
In terms of integrating social media into the marketing channelstrategy, it is a vitally important tool in ensuring that your productis seen, discussed and admired online. It should always be considered aspart of any overall communications strategy, but it is highly unlikelythat simply translating the campaign proposition into a Facebook page isgoing to give you the results you are hoping for. Social media requires,fundamentally, rethinking how you interact with your customers andprospects, releasing control and embracing dialogue. And, that is notgoing to fit into a traditional channel strategy.
By Ross Taylor. Revolution UK 01.05.2008
Is it really possible to introduce social media into the marketing channel strategy?
It's not a question of choosing between Facebook, Bebo or MySpace foryour banner ads. It's all about recognising that these propertiesreflect a fundamental change in the way people use the net to share rather than to consume.
From a marketing perspective, the challenge is not what will be the nextFacebook, but how we can evolve the way in which we think aboutmarketing products, so we can take part in the ensuing conversations onwhatever new cool platform breaks cover.
The real question is: how can we use this evolution in behaviour tointroduce brands and products in a way that will be welcomed and valued by users?
Think about how users will now find information on your products in theway they want - make sure your Wikipedia entry is up to date, make sureyour archive, current product, marketing images and videos are widelydistributed, so they can be easily found. Also, make sure you know whothe key influencers are in your service space and actively engage withthem, use your internal expertise and share that with consumers on theirown terms in spaces such as Yahoo! Answers. Above all, be generous, beopen and be honest at all times. Recognise that you are now a guest atthe party. Be individual: interaction at a social level is about people,and not about brands. But most importantly, be responsive. Social mediais all about social interaction and, of course, manners, and there isnothing more off-putting than asking a question only to be ignored.
In terms of integrating social media into the marketing channelstrategy, it is a vitally important tool in ensuring that your productis seen, discussed and admired online. It should always be considered aspart of any overall communications strategy, but it is highly unlikelythat simply translating the campaign proposition into a Facebook page isgoing to give you the results you are hoping for. Social media requires,fundamentally, rethinking how you interact with your customers andprospects, releasing control and embracing dialogue. And, that is notgoing to fit into a traditional channel strategy.
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