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To date, esure’s best known creative is probably its TV advertising with Michael Winner telling everyone to “calm down dear”, which is highly effective in targeting the older segment of its ‘low risk’ market.
We were tasked with converting a younger audience to esure and were given carte blanche to devise a new creative approach that was able to communicate its proposition to this audience using email.
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With Toyah Willcox providing the voice-over for esure's home and motor insurance products, the campaign featured intelligent personalised emails incorporating the recipient's name and street address into the animations with male and female variants. This really was an innovation in email technology.
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