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...