Last week, at the Royal Albert Hall, LV= scooped the prestigious Brand Management Award at the Insurance Post British Insurance Awards 2018. We’re incredibly proud to have won this award, as it’s the culmination of a lot of hard work from a number of different teams.
It all started at the beginning of the year when LV= officially launched its joint venture with the Allianz Group resulting in LV= General Insurance becoming the third largest personal lines insurer in the UK. We saw this as the perfect opportunity to launch a refreshed marketing strategy as part of our digital transformation journey and bring the team even closer together.
The multi car campaign gave us the chance to put this strategy into action, and to ensure it was successful we put an even stronger focus on working together across all our main communication channels, including Marketing, Digital, SEO and PR. Historically, our campaigns had been more siloed and so we decided it was time to put this right and maximise greater value.
What happened next was ground-breaking and has completely raised the bar for how we expect campaigns to run in future.
Working alongside all our creative and media agencies, we developed the campaign concept ‘From the Heart’ that could launch multi car as well as focussing on new product points. This multi-layered idea put the heart back at centre-stage and we developed a campaign with longevity as a ‘wrapper’ for product storytelling over time.
All functions used this singular campaign thought for a truly integrated multi-channel campaign, including a new multi car TV advert.
We also set specific digital growth targets as part of this campaign, so we knew that everything needed to be integrated and utilised best in class digital practice. The results speak for themselves on this front. During February, ‘LV=’ achieved the highest ever Google search volume recorded.
Overall, it was a great success and to add this award to the list of achievements is fantastic. I couldn’t be prouder of our teams here at LV= and I’m excited to see what the future holds.