Frizzell Insurance: When the customer is not always right

Direct selling Frizzell Insurance was being challenged by Direct Line and similar companies. The need was to generate quality interest in the services and broaden the customer base. TV was main medium backed with press and radio. Test campaign showed an increase in enquiries and awareness. Nationally rolled out in 1994 in several regions showing even greater awareness as a result. Analysis of advertising contribution and cost-effectiveness: ROI of 24.9% estimated