The initial phase of the campaign will target university students. Ads will highlight a feature within its home insurance policy terms that provides cover for students while at university, a benefit the insurance provider had previously undersold.
As part of the charm offensive L&G will also provide students with a no claims discount, as part of being on their parents’ policies.
During the campaign, younger audiences will be urged to ‘take advantage of L&G’, and the insurance provider will also distribute a gift pack including a limited number of policies, a loyalty card offering discounts at retail partners, as well as further merchandise.
The firm, which offers life and general insurance as well as pensions and investments, will highlight attending university as the first major life event where people need financial protection.
It then plans to build on the relationship over their time at university with activity highlighting insurance cover for those attending festivals, for example. It is hoped it will become a trusted lifetime provider of insurance and mortgage services.
This need was identified after research demonstrated awareness of its services among this demographic was low, according to the company.