The Storyteller Tells All For Leading Insurer

Building on the award winning* MORE TH>N Freeman campaign of 2011, ‘The Storyteller’ will see MORE TH>N Freeman recite a series of short stories handpicked from the “Book of MORE TH>N” which is a rich bible filled with everyday tales.  Each story will revolve around human experiences and will demonstrate MORE TH>N’s products and benefits. 

 

The adverts will build on the reassurance, trust and integrity themes associated with MORE TH>N’s brand values and will come alive in a multi-media campaign which kicks off with 30, 20 and 10 second tv and radio executions as well as a host of digital and social media activity. 

 

The new initiatives have been developed following extensive customer research.   

 

Pete Markey, Chief Marketing Officer for MORE TH>N and RSA, commented: “The MORE TH>N Freeman campaign has been a huge success and has really broken the mould when it comes to insurance advertising.  We wanted to build on this success and have created an ad campaign that will reach the hearts and minds of people the length and breadth of the country.” 

 

Commenting on his new ad, MORE TH>N Freeman said: “It's almost a new year. With a new year comes change. Now change can be a scary thing, but without change we'd be left floating like a lemon peel. So this year, I have a new role...a more comfortable role, sat alongside the trusty Book of MORE TH>N. A classic book brimming with time-honoured tales of how the good folks at MORE TH>N move heaven and earth to solve the predicaments of the everyday. So sit back, turn on and tune in to the next chapter in the MORE TH>N Freeman saga. I'm MORE TH>N Freeman. Thank you for listening.” 

 

Click on the link to see the work: http://youtu.be/L3G4C-bPR1c

 

Project name: Brand Campaign 2012

Client:  MORE TH>N

Brief: Let people know that MORE TH>N is a brand that puts people first by demonstrating the ways in which their products can help people who have suffered from misfortune

Creative agency:  VCCP

Agency Producer:  Larissa Miola

Copywriter: Fred Rodwell

Art director: Andy Parsons

Planner: Chris Ridd

Media Agency: Starcomm Media Vest

Production Company: Rattling Stick

Director: Sara Dunlop

Post-production: Finish            

Audio post-production: Grand Central

Exposure: -