Moreth>n Freeman axed in rethink

more-than-freeman_520Direct insurance brand More Th>n is killing off the ‘Moreth>n Freeman’ brand character and replacing him with a marketing strategy focused on customer service.
The RSA-owned company’s new positioning is being unveiled next week in a TV ad under the strapline ‘Feel the love’.
The first of a series of ads, which will be filmed in different locations across the UK, the VCCP campaign shows a parade featuring a giant teapot and biscuit arriving in St Albans, with the insurer’s staff handing out free tea and flowers to local people.
The campaign will run across TV, outdoor, print, direct, digital and social channels. Direct elements will be handled by VCCP me, with digital created by Mesh Digita and media through Starcom MediaVest.
More Th>n introduced the character in December 2010, devised by VCCP Me (then Stephens Francis Whitson). Featuring a voiceover by US impressionist Josh Robert-Thompson, the actor narrated clips in the style of Hollywood legend Morgan Freeman. It was the second brand character used by the firm; More Th>n launched in 2001 using ‘Lucky’ the dog in a campaign devised by CCHM. The dog passed away in 2005.
RSA marketing director, personal, Dominic Grounsell claimed the activity will help More Th>n stand out from ‘bland’ companies in the sector.
“Insurance is a challenging market and not always successful at driving engagement. Our new philosophy reflects the original More Th>n brand statement, and allows us to focus on our great customer service.
“Over the next few years we will be visiting customers in towns and homes. It gives a great opportunity for advertising and is very different from the norm in insurance.”

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