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DLKW produces esure campaign.(Delaney Lund Knox Warren and Partners)(Brief Article)
Delaney Lund Knox Warren & Partners is launching its first campaign for esure, a new insurance company backed by the Halifax.
Esure is being launched by Peter Wood, who founded Direct Line insurance 15 years ago. It aims to offer market-beating no-claims discounts with high levels of service to low-risk drivers and householders.
The campaign is based on the idea that consumers resent the fact that careful and responsible people subsidise the insurance payments of those who make regular claims. The ads present the brand as offering an antidote to conventional insurance, epitomised by the strapline: "Don't get mad, get esure."
The animated TV spots take the figure from the esure logo and its colours of orange and blue and build a computer-generated world around this.
The ad features a hot-headed driver speeding around and acting in a reckless manner. This character is contrasted with one representing the kind of careful and considerate motorist that esure is targeting.
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