Norwich Union, the UK's largest life insurer, this week launched a £7million national advertising campaign to promote its new range of stakeholder pension plans.
Norwich Union, the UK's largest life insurer, this week launched a Ł7million national advertising campaign to promote its new range of stakeholder pension plans.
The campaign uses real working people, rather than actors, depicting a range of occupations from waiters and chefs, to opticians and locksmiths. This is the first time Norwich Union has ever launched and promoted a product range using TV, outdoor poster sites and press.
This investment in advertising reflects the company's commitment to becoming a market leader in stakeholder pensions and to raising awareness of these new-style pensions amongst both consumers and employers.
The theme for the TV and outdoor campaigns shows workers in various jobs, both white and blue collar, with the copy and voice-overs calling on them to 'take action'. For example:
- Locksmiths…get some security
- Chefs…prepare yourself
- Researchers….do some research
- Actors…..act now
- Builders….build something
- Waiters……don't wait
- Opticians….focus
Press adverts focusing on the need for employers to designate a pension scheme before the government deadline of 8 October 2001, will run alongside the TV campaign.
Sally Shire, Norwich Union's director of brand and communications, said: "Norwich Union is using real working people in this campaign to try and embed the message that 'stakeholder is aimed at you'. The characters featured in the adverts represent a diverse mix in terms of age and occupation and represent the market that should be looking at their pension provisions now, to ensure their financial security in the future. Through this campaign we are trying to encourage people to 'act now' rather than later."
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Notes to editors
- CGU plc and Norwich Union plc merged on 30 May 2000 to create CGNU plc, the UK's largest insurance group and one of the top-five insurers in Europe with substantial positions in other markets around the world, making it the world's sixth largest insurer based on gross worldwide premiums.
- CGNU's principal business activities are long-term savings, fund management and general insurance, with worldwide premium income and retail investment sales from ongoing business of over Ł27 billion and assets under management of more than Ł210 billion.
- From October 2000, the combined life and pensions, general insurance and retail fund management businesses in the UK operate under the Norwich Union brand, while the institutional investment business operates under the Morley Fund Management brand.
Norwich Union's news releases are available on the internet at www.cgnu-group.com