RIAS Launches Direct Response TV Ad Campaign to Drive Product Awareness
Adverts build on RIAS’ new ‘One Million Reasons’ campaign and ITV3 sponsorship
Over 50s insurance provider RIAS has today announced a new direct response TV campaign which will launch on 4 May. The campaign aims to complement the specialist insurance provider’s existing ITV3 sponsorship, drive product awareness and build upon the extensive development work that the brand has undergone over the past 18 months.
The home and motor insurance adverts will air during Monday to Friday, on terrestrial and digital stations watched by today’s over 50s, including Channel 4, ITV3, Gold, Alibi and Yesterday. The adverts, focused on RIAS’ core products, aim to put RIAS on the over 50s’ shopping lists at the time of their renewal when they’re considering their important insurance purchases.
Entitled ‘1 million people like you’, the creative idea supports the brand’s new ‘One Million Reasons’ campaign, recognising that RIAS is expertly equipped to tailor its range of products and services to meet its customer’s individual needs. It also celebrates the fact that RIAS has recently gone through the one million customer threshold. Developed by Leeds based agency The Black Hole, the adverts feature key messages including the personal touch, dedicated support, feeling at home, and experience having its rewards.
It is also the first time that RIAS will be showcasing their adverts online. Visitors to the RIAS website will be able to watch the adverts as well as behind-the-scenes footage of the adverts being filmed. The home insurance advert will also be displayed on YouTube.
Sarah Howe, Marketing Director at RIAS comments: “The RIAS DRTV campaign is an exciting creative development which uses the insight we have about our customers to reach the diverse, individual and busy over 50s. By recognising that there are many reasons why over one million over 50s up and down the country already trust RIAS as their insurance provider, the adverts deliver a clear call to action. Consumers can be reassured that they can trust RIAS to look after some of the things they treasure and, in turn, be looked after too.”
“Our continued investment in the RIAS brand, combined with the talents and energy of our marketing team, will ensure that we can confidently drive forward our ambitious customer centred agenda and become the natural choice for the over 50s consumer.”
Watch the adverts here
For further information, please contact:
Lucy Pope, Consumer Communications Manager at RIAS on 01202 254445 or email lpope@rias.co.uk
Alternatively, contact Blair Catchpole, Consumer Communications Executive on 01202 254489 or email blair.catchpole@ageas.co.uk