LV= The power of love

Miriam Mainwood and John O'Sullivan

In 2006 Liverpool Victoria, the UK financial services group, was in trouble and was rapidly losing customers.

LV= The power of love

Principal authors: Miriam Mainwood, Designate Communications and John O'Sullivan, 24-7 ideas.comContributing authors: Sarah Bulling, Guy Hedger and Nick Whitnell, LV=

This is a story of how a dynamic, modern rebrand and advertising strategy combined with an intelligent multi-media and multi-channel approach can completely turn a company around.

In 2006, Liverpool Victoria was a business in trouble, losing customers at a terrifying rate. The bulk of the £2.6m marketing budget was spent on lacklustre direct mail campaigns and the TV advertising was sporadic, dull, uninspired and totally ineffective. As a consequence the insurance...

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