Co-operative launches multi-million insurance push

The Co-operative is launching a multi-million push for its insurance service as it ramps up preparation for the sale of the business to ease its financial worries.  

Co-operative Insurance
The Co-operative Insurance ad push.

The acquisition drive positions the brand as a “clear, simple and fair” antidote to rivals.

Television ads, the brand’s first since 2010, will feature everyday scenes of life that customers have been able to focus on because of the ease and simplicity of Co-operative Insurance’s service and products.

The TV ads will be backed by a radio, digital and a direct mail campaign.

Lee Mooney, commercial director of Co-operative Insurance, says our aim is to present the strength of our product offers and service standards with warmth and simplicity – no gimmicks. We think we can cut through the competitor noise with the clarity and honesty of our campaign by portraying everyday scenarios that people will really relate to alongside straightforward product offers.”

The Co-operative Group’s general insurance business is currently up for sale. The proceeds for the sale will be used to help fill the £1.5bn hole in its finances. Last month, it announced details of a rescue plan after agreeing a complex “bail-in” process that will see bond holders offered shares in the bank.

The Rapp Edinburgh created campaign launches today (1 July).  

Services positioned as 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here