Swinton Insurance: Premium Advertising - IPA Effectiveness Awards Case Study 1992

Brief Description: 1991 campaign used two areas, Granada, company's heartland and London where company not strong there but felt to have potential - campaign increased awareness leading to enquiries. In Granada aim to maintain position was successful with an 8.2% increase in premium income. In London premium income rose 31% year on year. Key image improvements recorded in both regions. Result was Swinton went national on TV. ;---(TAGS)--- Full Title: How Swinton Insurance developed an advertising campaign that both fuelled growth in an immature region and changed brand image in a mature region ; Number: 1992/207 ; Brand Name: Swinton Insurance ; Client: Swinton Insurance ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: BBH ; Author: Jim Carroll ;