LIVERPOOL VICTORIA

WHAT WE LOVE

MY ROLE

Senior Art Director

 

THE AGENCY

Designate Brighton

 

THE CHALLENGE

Liverpool Victoria had just rebranded to LV= and wanted an ambitious launch campaign that would run across all communications from TV, press, marketing and online. Our goal was to make LV= the fifth biggest car insurer in the UK within five years.

 

MY APPROACH

In a cold, negative, dry, price-driven market, we saw the opportunity to inject some positive emotion into the communications. Teamed with the senior copywriter we thought wouldn’t it be nice to talk or show the things 'we love' rather than shout out insurance facts like all the competitors did? We came up with a fantasy / reality world and script ‘Look after what you love in Life’. To enhance the new corporate identity and make it more personal I created 'The Green Heart' icon.

THE EFFECT

Pitch Win. Brand awareness went from 0% to 44% within 6 months of the launch.

LV= is now the 3rd biggest car insurer and a year quicker than imagined too.

LV= has gained over 3 million car customers.

695% Sales growth by 2006-2011.

The original idea and green heart icon is still going strong after 13 years.

© 2015 by Sarah Doyle