General Accident: Helping to build insurance sales with advertising

Well known for motor insurance but consumers had a limited knowledge of its other fields and there had been no company advertising for ten years. A two-part campaign was used to increase awareness amongst brokers and customers and to extend knowledge of the company's activities. TV, magazines and posters used. Success achieved on both parts. Campaign shown to have increased sales, 99% increase in motor business, later improvement of life policies.