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New Home Insurance multi-media advertising campaign for RIAS
Over 50s specialist insurance provider RIAS has launched a new Home Insurance advertising campaign, across both TV and radio, to extend its consumer offering into the market following the development of its new brand vision and proposition.
The 60 second home insurance TV advert is an extension of the ‘Better with Age’ brand response advertising campaign, which was launched in September, and features the real life of an over 50s consumer. Running until 31 December initially, the TV advert will be aired on ITV (Yorkshire, Granada, Tyne Tees, Border and West Country) and on eight satellite and cable channels. In addition, a complementary 30 second radio advert is running on Jazz FM.
Working in partnership with Watson Phillips Norman, the TV advert highlights how RIAS disregards stereotypes and recognises that today’s over 50s are active, individual, busy and experienced. Featuring a volunteer lifeboatman from Portishead, the campaign centres on over 50s wanting to deal with an insurance provider who listens to their needs, doesn’t make assumptions and gives them choices about their cover.
Both adverts emphasise the savings people over 50 can enjoy on their home insurance with RIAS, for example taking advantage of the up to 35% No Claims Discount on contents cover, being an active member of a Neighbourhood Watch scheme, or for simply purchasing buildings and contents insurance cover together.
Sarah Howe, Marketing Director at RIAS comments: “Following on from the success of our recent brand response TV advert, our new multi-media campaign has been developed to continue to build our new brand and 2 differentiate us in the market. By really understanding over 50s consumers we have produced an engaging series of adverts to support our ambition of becoming the first choice financial services retailer for the over 50s.”
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For further information, please contact:
Lucy Pope, Consumer Communications Manager, 01202 254445/ 07500 665791, lucy.pope@fortis-uk.com
Blair Catchpole, Consumer Communications Executive, 01202 254489/ 07909 222026,
blair.catchpole@fortis-uk.com
About RIAS
RIAS was established in 1992 and is a specialist provider of insurance products for the over 50s age group.
Part of Fortis (Insurance UK), RIAS has a million motor, home and travel insurance customers, employs over 1,100 people across two UK sites, and is one of the UK’s fastest organically growing insurance intermediaries. RIAS negotiates with a panel of insurers to secure competitive, value for money products.
As a leading provider of award-winning personal and commercial lines insurance solutions in the UK, Fortis has a successful customer-centric strategy, founded on aligning its activities to how customers want to buy insurance, combined with delivering high quality products, manufactured at costs better than market norms.
Insuring in excess of 7 million customers and working with a range of partners, Fortis is recognised for delivering consistent and high-quality customer experiences. In 2008, its non-life profit before tax and interest was £76 million and its non-life GWP was £760 million.
About Watson Phillips Norman
Watson Phillips Norman is a leading creative agency integrating above and below the line media to produce cost effective response. They have worked across a variety of clients, such as Which?, the Health and Safety Executive, Laithwaites Wines and The Salvation Army to produce award-winning campaigns that utilise TV, direct mail, press advertising, door drops and digital media to create not only brand awareness but real new customer or donor flows with an exceptional return on investment. The agency is privately owned and is based in Soho, London, and has billings in excess of £13 million.