Co-op gets “emotional” in financial services campaign
The Co-operative Financial Services is launching a direct response TV campaign promoting its car insurance product.

The execution moves away from the trend towards price-led advertising, instead focusing on the relationship people have with their cars.
The voiceover says: “Your car is your pride and joy. It’s a part of who you are. And car insurance from the Co-operative can help you look after it.”
Viewers are invited to ring a hotline or visit a microsite developed by Rapp for a quote, telling consumers that they have the added incentive of saving up to £191 a year.
The end line is: “You love it. We look after it.”
The 30-second ad, created by Rapp Edinburgh, will air throughout the month on a number of satellite channels. It is being supported by direct mail activity.
Paul Hemingway, Co-operative Financial Services head of campaign marketing, says: “So much car insurance marketing leads on price, making it a commodity. We wanted to create stand out and engender more emotional engagement and hence the focus on the genuine relationship that often exists between people and their cars.”
The Co-operative Financial Services group of businesses includes The Co-operative Insurance, The Co-operative Investments and The Co-operative Bank. It is part of The Co-operative Group.







Readers' comments (3)
Ian Nicholls | Fri, 10 Jul 2009 10:37 am
I quite like this idea, having low low prices shoved down your throat all the time does ger pretty repetitive... the loveyourcar.com (http://www.loveyourcar.com) site is cute too!
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Paul Cross | Sat, 18 Jul 2009 12:24 pm
Does anyone know the name of the song on this ad? thanks all.
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Anonymous | Tue, 11 Aug 2009 11:30 am
Is it me are they just copying LV=?
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