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Week ending - Friday 15 March 2002 Supplied by http://www.brandrepublic.com This week's top stories: More Th>n launches DRTV campaign for car insurance HarperCollins breaks into texting with Mary-Kate and Ashley books DMA slams tobacco Bill rules as ‘anti-business’ BUPA to run member-get-member push Bushmills offers prizes in DM for St Patrick’s Day News stories from the last 4 weeks More Th>n launches DRTV campaign for car insurance By Claire Billings - LONDON (Brand Republic) More Th>n, the insurance offering from Royal & SunAlliance, is launching a direct response TV campaign on Monday to promote its car insurance offering. The commercial, developed by Royal's roster agency WWAV Rapp Collins, follows Lucky the dog, More Th>n's mascot, on a suburban street as he watches the traffic go by. A voiceover explains the benefits of More Th>n's car insurance cover, including protected maximum no-claims bonus for life and a £20 discount. The advertisement invites viewers to phone a freephone number to find out if they can get a better deal with More Th>n on their car insurance. The company claims that drivers can save as much as £50 a year by switching to More Th>n. Mike Tildesley, marketing director at More Th>n, said: "Having worked with WWAV Rapp Collins on the launch of More Th>n, and following the success of both the Pet and Home Insurance direct response ads, this is the logical next step -- and one that I am sure will help consolidate More Th>n car insurance at the forefront of the sector." The ad will be shown on ITV, Channel 4 and Channel 5 and breaks on March 18. [back to top] HarperCollins breaks into texting with Mary-Kate and Ashley books LONDON (Brand Republic) HarperCollins, in a deal with teenage girls magazine Sugar, has become the first UK publisher to use text messaging as part of a marketing campaign with the launch of the US's number one teen phenomenon the Olsen twins, Mary-Kate and Ashley. HarperCollins has retained mobile marketing agency Aerodeon to support the launch of two new series of books 'Two of a Kind' and 'So Little Time'. The campaign launches on March 18 with six titles, four titles from 'Two of A Kind' and two titles from 'So Little Time'. More titles in each series will follow every two months for the next five years. HarperCollins will use text messaging among teenage girls with a drive to get the youth group into bookstores. HarperCollins will use Sugar's database to target girls aged 7-16 years old. Jo Williamson, senior publicity manager of CollinsChildren'sBooks, said: "A text messaging campaign is the perfect way in which to launch the Mary-Kate and Ashley books and brand. Teenage girls are prolific text messagers, so this campaign is a natural fit. It introduces them to the books via a medium with which they are comfortable and which is very much part of their everyday lives." Mary-Kate and Ashley Olsen are the biggest teen brand in US history and the global influence of their brand is growing rapidly. The television shows 'Two of a Kind' and 'So Little Time' are currently broadcast in 57 countries, and the Mary-Kate and Ashley brand videos, dolls and video games are available in worldwide markets. The two are described in The Hollywood Reporter as "the most powerful young women in Hollywood" and were recently included in the magazine's Power 100 list. [back to top] DMA slams tobacco Bill rules as ‘anti-business’ By Mark Kleinman - LONDON (Marketing) The Direct Marketing Association has accused the government of being "anti-business" as the trade body intensifies its efforts to allow tobacco companies to continue mailing to their customers. The DMA is lobbying peers ahead of this week’s third reading of Liberal Democrat Lord Clement-Jones’ Private Member’s Bill to ban tobacco advertising, promotion and sponsorship. The Bill has the support of the government. In its present form, the Bill says that companies will not be permitted to communicate with customers unless they receive permission each time they want to send a mailing. The attack on the government follows the withdrawal of an amendment to the Bill that would have allowed tobacco marketers to mail smokers on their database without seeking their permission each time. The amendment was withdrawn because of lack of support. The DMA, whose members include Gallaher, Rothmans, and Imperial Tobacco, believes current self-regulatory provisions are adequate. It argues that the additional constraints to be introduced under the bill will impose an unjustifiable burden on companies that are attempting to sell a legal product. "We think this is an unnecessary burden on business. It is too restrictive to impose such restraints when there is already more than adequate protection for consumers," said DMA director of public affairs Caroline Roberts. "The government’s stance on this issue is anti-business." At least one of the tobacco firms is considering allocating shares to customers to bypass the proposed legislation and communicate regularly without gaining permission each time. After its third reading and any amendments, the Bill will pass to the House of Commons, where the government will support it. Banning tobacco marketing was a manifesto commitment of New Labour in 1997, but introducing the legislation to the statute book has been an arduous, and so far unsuccessful, process. [back to top] BUPA to run member-get-member push By Mark Kleinman - LONDON (Marketing) Private health insurer BUPA is overhauling its direct marketing strategy and increasing its investment in the medium as rivals try to reduce its lead on the market. BUPA is launching a member-get-member mailing in the form of a greetings card to existing customers. The new creative approach is intended to establish friendlier and more relevant customer communications. Affixed to the envelope is a sticker revealing that inside is ‘something for you to send to a friend’. The card carries the greeting ‘Stay well’, which underlines BUPA’s commitment to looking after the health of its members. BUPA is the market leader in the private health insurance sector with 2.6 million members and a 41% market share. Insiders suggest the firm will increase its DM spend by at least £3m this year as it looks to increase the frequency of communications with members. BUPA’s advertising business is handled by WCRS. The mailing is the first campaign for BUPA recruitment by Partners Andrews Aldridge since it was app-ointed to work on the business in January. Partners works on the account alongside WWAV Rapp Collins North, which won the £5m customer communications task in 2001. BUPA’s rivals include PPP Healthcare, Standard Life Healthcare and Norwich Union Healthcare. PPP Healthcare, part of the AXA group, recently ann-ounced it was relaunching its Best of Health loyalty programme in a bid to build closer relationships with customers. Carlson Marketing Group was appointed to its £3m DM account last year. [back to top] Bushmills offers prizes in DM for St Patrick’s Day LONDON (Marketing) Pernod Ricard-owned whisky brand Bushmills is launching an extensive direct marketing campaign aimed at building relationships ahead of St Patrick’s Day celebrations on March 17. The push consists of two mailings, one to recruit Scotch whisky drinkers and the other to reward loyal customers. Both communications, by bds beechwood, offer the opportunity to enter a free prize draw to win one of 200 bottles of Bushmills. The campaign builds on a relationship marketing programme that began two years ago with a sampling initiative designed to inform consumers about Bushmills’ heritage. [back to top] News stories from the last 4 weeks:
08 March 2002 |
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