Swinton Taxi Division - Swinton Mystery Tipper Campaign

Adrian Rowe, Helen Lawson, Katharine Allen, Amy Estcourt, David Savage and Rhian Thomas

This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance.

Swinton Taxi Division – Swinton Mystery Tipper Campaign

Principal Authors: Adrian Rowe, Helen Lawson - Red C Contributing Authors: Katharine Allen, Amy Estcourt - Red C; David Savage, Rhian Thomas - Swinton Group

CONTEXT AND MARKET BACKGROUND

The insurance sector is a complex and increasingly challenging marketplace. For most of us, insurance has always been a distress purchase – something we grudgingly concede we need to have, and resent the increasing premiums. Three key innovations in the last decade have had a significant impact on the broader market. The launch of Direct Line's online insurance offer, in 1999, following...

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