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LV= launches largest ever TV advertising campaign

Press release: 04/07/2011

LV= launches its largest ever TV advertising campaign with £4m of national activity running from today until mid-September. The campaign uses a new TV advert and is the fourth in a series of campaigns to re-launch the brand, which included the creation of the green heart brand icon and new logo.

In 2007, LV= set out to become the fifth largest car insurer in the UK by 2012 under Mike Rogers' leadership, which was achieved two years earlier in 2010. The strategy to transform the business in the eyes of the market from a sleepy old-fashioned mutual into a modern and dynamic consumer brand has been very successful. In just four years, LV= has grown its insurance business by over 500% and created over 1,000 new jobs. The new TV ad talks about that success and highlights that over 1,000 new customers a day are joining LV= for their car insurance.

Guy Hedger, Marketing Director at LV=, said: "The key to the advertising success rests on featuring competitive prices in very well branded ads with a consistent look-and-feel and very high production values. References to the green heart brand icon are scattered throughout the ad; the music is the same as the original campaigns and the main character and lime green car also remain the same. Whilst the ads have a very stylish feel, they are also very direct in promoting the product and price. This new campaign is part of a 'hybrid' strategy to build the brand whilst simultaneously driving short term sales."

The campaign will air tonight and will run across the UK on most regional networks until mid-September.

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LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs around 4,500 people, serves over four million customers and members, and manages around £8.0bn (as at 31 December 2010) on their behalf, via LV= Asset Management (LVAM). We are also the UK's largest friendly society and a leading mutual financial services provider.

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.