Norwich Union extends push with £100k web campaign

Emma Rigby,, Revolution UK 12-Jan-05, 08:00

LONDON - Norwich Union is to bolster its current online acquisition and awareness drive with a second wave of internet marketing in February.

The insurers are spending more than £100,000 on a direct response banner campaign developed by agency Redweb and an undisclosed amount on a branding awareness campaign by agency Harvest Digital that builds on current activity to run throughout the year.

Banner ads will extend the TV ads developed by a number of agencies, lead by Abbott Mead Vickers BBDO, and continue the "quote me happy" message, running across portals including AOL, MSN and Wanadoo.

The brand is pushing all personal lines of insurance, including home, pet, travel and car, and features nine different creative concepts in 140 banners in varying sizes to fit the host page.

The ad to promote car insurance plays on the road safety sign featuring a deer, it shows two signs with the strapline: "Is your car insurance too deer?"

The brand says it is spending a "significant increase" online this year, compared with 2004, according to online marketing manager Sara Thwaites.

"We are carrying out branding campaigns at the moment and hope to achieve a much wider reach targeting 88% of users who should see our ads more than once online," she said.

There are plans to build a microsite and the brand currently sends e-zines to a database of users.

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