Cornhill Direct Insurance
- Media buying plus Creative services
- Launched DRTV + Press + Radio
- Major success in the 50+ insurance sector
- Became most profitable part of Cornhill Group
Cornhill Direct Insurance
DRTV Success Story
THE BACKGROUND
In the early 90’s ARM Direct convinced Cornhill Direct that DRTV would be the best way to generate substantial new customers for their 50+ Senior Security Plan life insurance product. This set the scene for Cornhill Direct to become one of the pioneers of DRTV in the UK.
HOW WE MADE A DIFFERENCE
ARM Direct made a 60-second DRTV commercial featuring a retired couple being interviewed by a well-known BBC Cricket commentator (the link being that Cornhill were at that time sponsors of the English Cricket Test series).
We were also asked to undertake the important task of booking the DRTV airtime. Plus new mail packs, press and radio ads were completed to support the DRTV launch.
This 50+ Cornhill Direct DRTV campaign rolled out on selected terrestrial and satellite channels at a time when very few other UK life insurance companies had even considered DRTV.
DELIVERING IMMEDIATE RESULTS
The DRTV test was so successful in generating thousands of new leads that Cornhill Direct soon launched other home, motor and term life insurance products using DRTV ads aimed at the younger age groups.
Within two years of their DRTV launch Cornhill Direct became the most profitable division within the Cornhill Group and the continual year-on-year exposure enabled their brand to become of the most recognised insurance brands on TV.
THE CLIENT’S VIEW
“I first appointed ARM Direct because of their in-depth knowledge of DRTV and Press. This proved a good decision as they were able to make a series of hard working series DRTV & Press ads — and their media buying expertise meant we enjoyed competitive rates from day one. The ‘halo effect’ of our DRTV has had a very positive effect on our brand overall.”