Ireland: “Good thinking” - Hibernian announces details of new €2 million plus ad campaign

The Hibernian Insurance Group today announced details of its new €2 million plus advertising campaign, which is due to air for the first time on RTE 1 television tonight after the news at 9.27pm.

The new campaign is part of an overall re-branding strategy which aims to build on Hibernian’s position as leading insurer in the Irish market while at the same time engaging customers on a whole new level. The new strapline “Good Thinking”, which replaces the well known “Safe in the Hands of Hibernian” is more than just an advertising slogan. It is about creating an emotional link with the company and a product that is more often than not viewed by consumers as a compulsory purchase.

Terry Dinnigan, head of marketing at Hibernian Insurance, said: “Moving away from an extremely well recognised strapline like “safe in the hands…” was a leap of faith on our part. But we wanted to communicate a new internal change of direction to our customers. Progressiveness and innovation are the cornerstones of our business, “good thinking” and the new campaign reflect this.”

This is the first campaign since Hibernian appointed Rothco as its new advertising agency at the start of 2005. Rothco worked with director Richie Smyth and Blinder Productions in the making of the ad, which runs for 60/40 seconds, with 20 second product cut downs that will air from the end of November. Vizeum is the media buying partner.

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Press contact:
Kela O’Riordan, 01 617 8164, 086 606 8842, kela.oriordan@hibernian.ie

Notes to editors:

• Download a still image from the campaign
• View the television advert
• Hibernian is Ireland’s largest composite insurer, ranked first for general insurance and top three for life and pensions
• Hibernian is part of Aviva plc the world’s sixth largest insurance group based on gross worldwide premiums
• Aviva employs 60,000 staff globally
• Hibernian news releases are also available on www.hibernian.ie