LV, the UK based insurance company, launched their new TV ad campaign aimed at those aged 50 and over last month. Julie Walters, beloved actress of ‘Acorn Antiques’, ‘Educating Rita’ and most recently ‘Harry Potter’ is the face of the 50 plus insurance plan campaign.
The ad focuses on Walters in a backstage dressing room explaining the benefits of life insurance and emphasising LV’s heritage. Walters explains how the scheme pays a cash lump sum when you’re no longer around.
The campaign, developed by creative agency Redtag, launched at the beginning of 2012, on January 10. Post-launch Buzz scores show a 4 point increase, going from 4 to 8 six weeks after the campaign started,
The uplift was most significant amongst LV’s key target audience, those aged 50+. This group increased their Buzz scores by 7 points over the same time period. The uplift has been steadily increasing over the last six weeks and we have yet to see any tail-off effect.