Advantages A change from the crash and smash
Disadvantages Insurance.. Boooooring!
My first review in a long while.. bear with me.. (see me as Xopher in a previous life)Norwich UnionCar Insurance Advert
I am making the assumption here that we are talking about the latest run of adverts starring Craig Cash, and not the previous “quote me happy” run of continual irritation.Now, I’m not going to explain to you all what Insurance is to fill up room and make you read lots of interesting underwriting stuff and the like, but I feel it may be of help to give a really basic potted history of what Norwich Union actually is.
Norwich Union is one of several insurance companies owned by the Aviva group.
The Aviva group owns 40 different brand names, including the former Cheltenham and Gloucester (who were the CG in the previous GGNU incarnation).
Aviva trades in over 20 countries and is now the largest insurer in the UK and the 4th largest worldwide.
Aviva kept the name of Norwich Union (NU) intact in the UK, and currently use the blue yellow and green (church steeple) logo formerly associated with Norwich Union Direct (NUD) products.
NUD (and Aviva) also have lucrative contracts with companies such as Asda, Ford, and Barclays whose branded insurance is handled by NU.
It’s not only insurance, NUD also sells electrical goods, cars, car breakdown cover, and is soon to take ownership of HPI, the car registration history check company.
Aviva soon plans to take over the world, using a huge laser beam reflected off the moon by a huge mirror but I don’t think I’m allowed to discuss that right now.
NU has always had an image of being a responsible, caring company due to its previous advertising.
A typical NU advert has no dancing phones, no memorable sing-along phone numbers, very little action, and is designed to instil a feeling of peace to the viewer.
I once heard it said that if NU were a real family, it would shop at Tescos.
That’s exactly the type of image NUD are trying to reflect in their company and the advertising targets exactly that kind of person, you know, the sensible, caring, real people in the world.
Until “quote me happy” NUD never really did have a strong advertising catchphrase (tagline), unless you remember “Together we’re Stronger” of course.
Those of you who do shop at Tescos will probably yell loads more at me now….
|Clarity of message & brand identity|
|Quality of Concept|
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