Mills & Allen persuades Brittanic to go outdoor

Outdoor contractor Mills & Allen has persuaded Britannic Assurance to switch £500,000 of its £4m TV budget to posters after the life company ran a successful outdoor test campaign in the Central region in March.

Outdoor contractor Mills & Allen has persuaded Britannic Assurance to switch £500,000 of its £4m TV budget to posters after the life company ran a successful outdoor test campaign in the Central region in March.

Tracking studies showed that when posters were combined with TV advertising, Britannic Assurance scored higher brand awareness. The poster campaign will run at the beginning of August in nine TV regions.

David Newman, Britannic Assurance national marketing manager, says: ‘The new poster campaign uses dramatic pictures of swans from our latest TV ads and should further enhance awareness of Britannic Assurance as well as increasing recall of the TV campaign.’ The campaign was created by Team Saatchi.

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