LV= Launches Its First TV Advertising Campaign For Car Insurance

LV=, insurer of over half a million British motorists, has launched its first ever TV advertising campaign for car insurance entitled: “You’ll love LV”. The campaign launches today, 20th March, and will run throughout the year. The commercial is the first major public exposure for the insurer’s new name and brand identity.

The advert highlights the new low cost pricing policy designed to make car insurance from LV= even more competitive. Customers will also be able to benefit from:

  • Up to 75% No Claims Discounts for policyholders
  • The knowledge that LV= has been named in the top six “consistently  competitive motor insurers in 2006”1
  • Friendly, customer-orientated people, based in the UK, who deal with calls and claims
  • An insurer without shareholders that puts policyholders before profits

The creative is based around a ‘love’ theme, using the heart-shaped ‘V’ from the new brand as imagery throughout.  Created by Designate, the commercial features a car travelling through various landscapes and emerging in a fantasy land called Heartsville. The aim of the ad is to illustrate the fact that LV= is an insurer with a difference and looks out for its customers.

The adverts will air on ITV, C4, Five and satellite and cable channels.

John O’Roarke, Managing Director, LV= General Insurance said:  “Many will see this new TV ad as a bold move.  It’s probably the first time that a Mutual Insurer has taken on the PLC’s in the fiercely competitive marketing arena of car insurance.   Unlike the PLC’s we have no shareholders demanding ever-increasing dividends, so we really can put our customers first and offer very competitive prices.

“Our aim, as previously stated, is to become one of the UK’s top five insurers and this TV ad campaign will provide a great springboard towards this target.”

21 March 2007 Staff

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