Co-operative Insurance (CIS) is to underline its “green” credentials with the launch of the UK’s first eco-friendly motor policy.
Owners of greener cars will be offered premium discounts and the insurer will offset 20% of all insured vehicles’ CO2 emissions at no extra customer cost.
The insurer, part of Co-operative Financial Services (CFS), says its “Eco” insurance product contains environmentally friendly features, from the underwriting to the claims process. It pledges to offset emissions by funding environmental projects and says its claims service is “environmentally backed”.
The launch will be supported by a press, online and direct marketing campaign created by Sheffield-based agency Dig For Fire, with media planning and buying through Rocket, part of the PHD group.
CIS director of general insurance David Neave says the product was developed after research showed four out of five UK consumers would choose an eco-friendly product over a standard policy in order to “do their bit for the environment”.
CFS is keen to develop its ethical image and has overhauled its marketing communications to reflect a green approach (MW February 16).