The campaign breaks towards the end of January with a series of direct response online banner ads across affiliate motorbike sites and motorcycle suppliers driving traffic to the site, www.bennetts.co.uk
There are two distinct creatives. The first shows a motorbike speedometer accelerating along a road with the speedometer registering the increase in speed, with accompanying copy: “up to 40% savings in 0.01 secs”. The second execution advertises cheaper sports bike insurance.
A new strap line has also been developed and incorporated into the ads: ‘Bennetts. It’s all about the bike’. The line represents Bennetts’ presence as a specialist biking brand.
Supported by press ads, the campaign is part of Bennetts’ annual £5 million advertising spend and heralds the insurer’s intent to consolidate its position as the UK’s number one motorbike insurer.
Mark Fells, Associate Director, Marketing for Bennetts said: “The internet is often the first port of call for those seeking to renew their insurance; so it’s vital to ensure a strong brand presence. But beyond that it’s important to complement the branding with relevant offerings embedded in an appealing creative.”
Cliff Hall, Account Director of VCCP said: “The online ads are visually striking but with a succinct message, and form the first element in a year long campaign to tighten Bennetts’ position as the leading provider of motorbike insurance.”
ENDS
For further information contact Cliff Hall at VCCP on 020 7592 7538.
