January 2007

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Personal Customer Manger, a year's free breakdown cover and third year home contents insurance free

MORE TH>N LAUNCHES THREE NEW CUSTOMER INITIATIVES
IN MAJOR AD CAMPAIGN

On 20 January 2007 new MORE TH>N TV ads will break. The campaign builds on the successful ‘MORE TH>N. We do more’ work and focuses on a new concept of what ‘MORE is …’.

Designed to bring to life the ethos of MORE TH>N, the campaign highlights particular product features or benefits that clearly demonstrate what ‘MORE is …’ and through these shows how the company does more for its customers.

The campaign will introduce three new customer initiatives – Personal Customer Manger, a year’s free breakdown cover and third year free:
- Personal Customer Manager – offers all customers a named customer service contact, their email address and direct phone number.
- Free breakdown cover – all new car insurance customers will be eligible for a year’s free roadside assistance cover.
- Third year free – a unique two-year fixed price home contents option, with an added bonus of a third year given free if the customer doesn’t claim in the first two years.

These new offers are based on customer insight gained through extensive research and support the company’s strategy of putting the customer at the heart of its business. MORE TH>N has also researched the new campaign widely with staff at all levels.

The ads feature a voiceover by Chris Croshaw, a business trainer in MORE TH>N’s Sunderland call centre, who won an internal competition to be the voice of MORE TH>N.

Commenting on the new campaign, Mike Holliday-Williams, MORE TH>N’s managing director, said: “Each of our new offers has been based on customer insight and supports our strategy of putting the customer at the heart of our business. For example, people told us they get frustrated with call centres when they have to speak to a different person every time, so we are offering all our customers a named contact. And homeowners told us that they wanted simple prices and a reward for not claiming so that’s why we’ve developed the third year free offer.”

The first TV ads appear on 20 January. Radio ads start from 22 January, national press follows in early February and outdoor from the end of February. This activity will be supported by a strong below the line presence.

Creative was done by Fallon, below the line activity by Stephens Francis Whitson and media planning and buying by Universal McCann.

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