VCCP blue initially won the Bennetts Bike Insurance account back in July 2007 and created a strong biking brand identity. To keep ahead in the market place, ensure cut through and reinforce the wide appeal to the biking community a 4 way pitch was called in February 2009. VCCP blue successfully retained the business and the new campaign creative was launched last week.
The new creative message of “Whatever you ride” is very inclusive and underlines Bennetts’ commitment to giving value for money to customers. The press ads are designed to be fun and engaging providing a celebratory brand personality and will feature in the main biking press and online, as well as being supported by PR.
‘As the UK’s Number One for Bike Insurance, Bennetts needs to continue to deliver both competitive prices and an advertising campaign that engages all types of bikers. We feel the new creative does this brilliantly and we look forward to hearing what bikers think too.’
Paul Galligan, Director, Bennetts
‘The “Whatever you ride” campaign is a celebration of biking befitting Britain’s leading bike insurer with engaging and salient messages.’
Cliff Hall, Managing Director, VCCP blue
Credits (as appropriate depending on media): Project name: Whatever You Ride
Client: Bennetts
Brief: Pitch
Creative agency: VCCP Blue
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For further information please contact Cliff Hall, Managing Director or Kathy Maxwell, Account Director at VCCP Blue on 020 7592 7597.
Editors Notes:
VCCP Blue operates the same award winning philosophy as the main agency however with an approach offering the best of both worlds – the dynamism of a small agency with the resource of a big agency. Our brand essence is clarity and magic. Besides advertising VCCP Blue has an integrated approach that incorporates strategic consultancy, design and brand development, online strategy and execution and tactical direct marketing.
Recent activities include:
• Creating a visual identity as well as an integrated campaign for Aer Lingus’ UK customers, this includes press, outdoor and radio.
• Repositioning Bennetts within the biking marking as a biking brand rather than just an insurance brand, this include a new visual narrative which works across DM, Digital, Press, TV and sponsorship.
• Developed the comparethemarket.com brand and positioning to compete with the market leaders for the lead position in the market. This includes carrying out research and refreshing all aspects of the communications: TV, idents, press, outdoor & online campaign.
• Created a new identity and extensive brand guidelines for Axis Europe. This look was developed individually for all 3 divisions of the company with press and DM campaigns for each.
• Taking the global be… brand for Sodexo catering company and developing a new concept for 2009
• Developing a new identity and creating numerous projects for Neoss including a global patient & dentist campaign.
• Recently won an exciting new project in Qatar which will involve the full spectrum of marketing communications across the world.
