Privilege - Making dosh by being posh: how selling car insurance different made a positive difference to profitability

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege.
Agency: M&C Saatchi/MediaCom

Privilege – Making dosh by being posh: how selling car insurance different made a positive difference to profitability

BACKGROUND

RBS is hugely successful in the car insurance market. As their previous IPA Effectiveness Paper persuasively argued, Direct Line is a huge success story. Equally, Churchill performs consistently well.

RBS Insurance has a third brand in their portfolio called Privilege. Since buying it in 1999, it had been variously used as a brand to attract the over 50s, Londoners and performance car drivers. It was a short term tool, but a useful one.

However, by 2004 there...

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