The campaign, spearheaded by the DRTV push, has been devised by Rapp in Edinburgh, despite Ogilvy winning the DM and digital account in March. The multimillion pound push will run for three months.
Co-op Insurance commercial director Lee Mooney said the initiative is designed to show the brand’s “no gimmicks” approach.
He added: “Our aim is to present the strength of our product offers and service standards with warmth and simplicity. We think we can cut through the competitor noise with the clarity and honesty of our campaign by portraying everyday scenarios that people will really relate to alongside straightforward product offers.
“The campaign will show that insurance doesn’t have to be a time-consuming, stressful, confusing purchase – we keep things fair and simple so that people can just get on with the everyday things they enjoy, exemplified by the scenes in our films.”
Media is being handled by PHD Rocket and Mediacom North.
In March, the Co-op Group handed OgilvyOne its entire direct marketing and digital account – worth an estimated £3m – following a three-way pitch, against Rapp and Bristol agency Indicia.
OgilvyOne will work across all divisions of the group, including food, banking, insurance and funeral care.
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