Scottish Amicable: How it Paid to be Amicable

Needed to increase consumer's awareness of life products available. Research looks at relationship between consumers and brokers. Pre-testing showed 'standard' insurance advertising perceived to be too optimistic, although enjoyed consumers did not relate to the ads. When final executions were launched in 1990, seen to have positive effects on broker and customer images, willingness to recommend increased. Sales and share increased. Extra income generated was 100 times the advertising cost on a conservative estimate. Company become more sellable as a result of the enjoyment factor.