Admouth’s distinctive storytelling grew Admiral’s customers, returns and market share from 12% to 18%.
In a low interest category dominated by price comparison brands and high spending advertisers, the insurer Admiral sought to increase its share and grow its customers.
This case describes how the brand invested in the power of a strong creative idea, the careful building of distinctive brand assets, and emotional storytelling.
The creative strategy was based on the animated world of ‘Admouth’, with a cast of characters led by Annie the Admiral and her canine sidekick, Alfie, developed to make the brand’s offering more distinctive and memorable.
Evidence is presented that between 2019 and 2024, Admiral welcomed 2.96m new customers and increased market share from 12% to 18%. Phase 3 of the campaign is estimated to have generated an in-year profit ROMI of £4.73 and a long-term projected profit return of £16.38 for each £1 invested in advertising the brand’s flagship product.