MORE THAN: Russian Doll Houses

Home insurance customers showed little loyalty due to low-price offers for new customers at many companies, so MORE TH>N chose a strategy to encourage loyalty.

MORE THAN: Russian Doll Houses

stephens francis whitson

ENTRY INFORMATION

Category: InsuranceCountry where program ran: United KingdomDate program started/ended: January - April 2008

Product Description: A new Home Insurance product that rewards customers year after year, with free contents cover so long as they remain claim free. This is a unique proposition in a market which invariably incentivises new customers at the expense of those who remain loyal to the brand.

Advertiser/Client Name: MORE TH>NMedia Channels: DRTV

STRATEGY

Marketplace Challenge:

The insurance market has created a rod for its own back,...

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