Case Studies – More Th>N, Automobile Association

Two more winners from last year’s awards: from More Th>n in the Most effective public relations campaign category; and the AA entry for Most effective integrated campaign.
Business challenge
More Th>n believes under-insurance to be a growing problem as average earnings increase faster than prices of household goods, leading to a big increase in consumer spending. To protect its customers from being under-insured, More Th>n enhanced its home contents cover level from £40,000 to £60,000. The PR team was asked to develop a strategy to exploit this product development.
Specific objectives were to:
• Create awareness of under-insurance amongst consumers, media and the insurance industry.
• Encourage consumers to re-assess the value of their homes’ contents.
• Position More Th>n as an expert commentator on home insurance issues.
• Raise the profile of key More Th>n spokespeople, and move company coverage from the personal finance sections to the news and property pages of the national press and consumer publications.
• Help meet the home insurance sales target and fill the promotional gap left by withdrawal of planned TV advertising support.
Strategy
As a nation we are obsessed with house prices, and many indexes are produced that track them, but no one had looked inside the houses to demonstrate that the contents were worth much more than was imagined and that insurance cover was not keeping pace. To address this, we decided to create the UK’s first home contents index, to measure the value of our possessions on an annual basis. This would be be supported by a series of associated stories, all highlighting the issue of under-insurance, to maintain brand exposure over a prolonged period of time.
To read the full article, please download the PDF above.