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More Th>n launches DRTV campaign for car insurance

LONDON - More Th>n, the insurance offering from Royal & SunAlliance, is launching a direct response TV campaign on Monday to promote its car insurance offering.

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The commercial, developed by Royal's roster agency WWAV Rapp Collins, follows Lucky the dog, More Th>n's mascot, on a suburban street as he watches the traffic go by.

A voiceover explains the benefits of More Th>n's car insurance cover, including protected maximum no-claims bonus for life and a £20 discount.

The advertisement invites viewers to phone a freephone number to find out if they can get a better deal with More Th>n on their car insurance. The company claims that drivers can save as much as £50 a year by switching to More Th>n.

Mike Tildesley, marketing director at More Th>n, said: "Having worked with WWAV Rapp Collins on the launch of More Th>n, and following the success of both the Pet and Home Insurance direct response ads, this is the logical next step -- and one that I am sure will help consolidate More Th>n car insurance at the forefront of the sector."

The ad will be shown on ITV, Channel 4 and Channel 5 and breaks on March 18.

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