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LV= launches multimillion pound TV campaign

Press release: 24/06/2013

LV= today launches a multimillion pound TV campaign created by advertising agency Designate.

The campaign consists of three TV commercials with each promoting a different benefit of LV='s car insurance policies; low cost, multicar savings and 75% no claims discount. It will run during prime time on all major terrestrial and satellite TV channels.

The LV= 'Dum Diddy Dum' music has been recreated to give it a modern feel and features the lead singer from the 90's band 'Freak Power'. The campaign has a street carnival vibe with marching band, eight foot penguin, a YouTube sensation puppeteer, contortionist, Bollywood dancers and lots of green hearts. The green heart and familiar music have been used by LV= in multiple campaigns since 2007 and continue to resonate with customers.

Since the launch of our last TV campaign LV= has continued to grow and we are now the third largest car insurer. We have refreshed our branding in this campaign but have kept elements such as the LV= green heart and the music to allow us to build on our successful brand awareness. While the consistent branding is key it is also important to communicate that we offer low priced products and these messages are very prominent throughout all three adverts.

Guy Hedger, Marketing Director of LV= general insurance

For further information please contact:

Sally Silver,, 0208 256 6896 / 07718 654 398

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About LV=

LV= employs 5,700 people and serves over five million customers with a range of financial products. We are the UK's largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.