Direct choice: Norwich Union

Sunara Spires, Client services director, Communique 360, Marketing, 14 July 2004, 12:00AM

An oversized buff-coloured envelope marked 'Please do not bend, X-rays enclosed' lands on your doormat. Alarmed, you open it and there is an authentic-looking facsimile of an X-ray featuring the pelvis, hip and femur. After a bit of studying you notice that there is a zipper, some small change and a paper clip in an otherwise empty pocket. Then you notice that the text on the X-ray says 'Private health care for just £1 per day' and includes a telephone number and a website address. A nice point succinctly made - Norwich Union Healthcare doesn't cost a fortune. It gets your attention and you get the joke - good news for Norwich Union.

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