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LV= wins Marketing Team of the Year award

Press release: 05/03/2012

LV= has won the Marketing Team of the Year award at the Chartered Institute of Marketing (CIM) awards. The coveted award was won by LV='s general insurance team for its car insurance marketing campaign in 2011.

The awards are open to all CIM members and entries were judged on the strength of their business case, objectives, strategy, innovation and creativity, as well as time and budget management.

LV='s general insurance marketing team of four devised and oversaw a campaign that increased car insurance sales and improved customer engagement, while maintaining a consistent and appealing brand throughout the full marketing mix. The team created a new three dimensional version of LV=’s iconic heart logo and rolled this out across all literature, both online and offline. Key elements of the campaign included TV, print and online advertising and direct mailing activity. The campaign helped drive a record year of sales for LV=, with the company growing its car insurance business by 36% and increasing premium income by 57%.

The judges commented that LV='s entry was "An excellent case study demonstrating the effectiveness of a marketing team working well across many areas of the organisation to produce results which not only met, but comfortably exceeded the objectives set."

Guy Hedger, marketing director of general insurance at LV=, said: "The insurance marketplace generally is extremely competitive, but none more so than in the car insurance sector, where it is very difficult to engage and retain customers. The team worked hard to deliver a successful campaign and I am delighted that their efforts have been externally recognised in this way, particularly when they were up against well-established high street and tourism brands, which naturally have more traction with customers."

About LV=

LV= employs 5,000 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 trades unions.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.