Indiantelevision.com Team

(2 January 2009 7:00 pm)

MUMBAI: UK-based Swiftcover.com, an online insurance company, is launching an advertising campaign fronted by 70's rock icon Iggy Pop on 4 January.

Created by advertising agency MWO, the campaign aims to highlight swiftcover.com's brand positioning, "get a life”. In the ads, Pop will be seen embracing his "online life" and how it provides efficiencies and cost savings to enable consumers to "get a life".

MWO managing director Tim Mortimer said, "The insurance market is not known for great advertising, and we took the opportunity to change that. Our online lives can give us the ability to run our lives better and more efficiently. I don't think anybody has explained this properly through a big advertising strategy, until now."

The media planning for the company has been sketched by Spark Media and Steak Media, and includes TV, radio, outdoor and digital advertising.

Swiftcover.com marketing director Tina Shortle says, "The new campaign is an exciting step for swiftcover.com and one which we think will create great stand out in this highly competitive marketplace. As the only online insurer, we feel this new and unique approach reflects our positioning as a young and innovative company."