In 2008 Admiral Insurance was a profitable company facing unprecedented change. With price comparison websites altering forever the way people buy motor insurance and with marketing investment becoming less efficient, they needed a new approach to communications. By redefining direct response advertising for the digital era, making a wholesale change in advertising and media strategy and using their innovative MultiCar product to differentiate the brand, Admiral proved that it's not all about price. By 2011 Admiral had increased their market share from 6% to 11% while growing profits by 74%. The advertising delivered a ROMI of more than £7