More Than eyes further growth with service push

Challenger brand More Than will step up its marketing efforts in 2012 with a series of campaigns trumpeting service initiatives and a John Lewis style price guarantee.

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The RSA owned insurance brand will use its More Than Freeman brand character to push the services it believes differentiate it from rivals, such as free courtesy cards for car insurance customers and a replacement lock service for home policy owners.

The first advertisement in the series, “The Storyteller”, will feature Freeman reciting short stories about customer’s experiences.

Ads will also carry a promise to beat the renewal prices offered by rivals on pet, home and motor insurance products.

Pete Markey, chief marketing officer for More Than and RSA, says that the services highlighted in the ads aim to “demonstrate the breadth and depth” of its offers, while the promise shows it is “willing to put our money where our mouth is”.

Rival Churchill is preparing to launch a campaign that will also push its service credentials.

The More Than Freeman ads have been successful, Markey adds, with trust and consideration levels up since they launched earlier this year.

“They have helped us punch above our weight spending a third of what brands such as Direct Line and Aviva do on advertising”, he adds.

“The Storyteller” ads will break 28 December.

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