Cornhill Direct, the insurance brand, is launching an online campaign targeting the over-45s. The campaign, created by TBG London, is the brand’s first digital push.
As part of the campaign, video display ads will be broadcast on websites including Times Online and GM.tv. The insurance brand says it has invested a “sixfigure sum” in the campaign as a test but plans to invest more if the activity is successful.
Cornhill appointed digital agency TBG London in September with the aim of increasing awareness of the brand online. This is the first work the agency has carried out for the insurers.
The ad focuses on the car and home insurance sectors and has been tailored to an older audience by placing an emphasis on information and education. It intends to be reassuring in terms of brand quality and service. The ads are non-interactive but there is a linked page, which allows users to make comparisons with their current insurers.
UK operation Allianz Cornhill dropped the Cornhill name and is now known as Allianz Insurance to allow the business to align with the global brand. However, consumer-facing brands Cornhill Direct and Petplan have retained their names because they have high levels of public awareness in the UK.