The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

May 26, 2011 | 2 min read

RIAS, which provides insurance for over 50’s, has launched a direct response TV campaign.

Created by The Black Hole, the adverts promote the company’s home and car insurance offering and aim to increase enquiries and brand awareness.

The ‘One Million Reasons’ campaign is currently running across digital and terrestrial TV slots during the day and will be complemented by eight existing ITV3 sponsorship idents.

A ‘making of’ film has also been placed on YouTube, while a new suite of photography based around the advert has also been collated.

Sarah Howe, marketing director for RIAS said: “The RIAS DRTV campaign is an exciting creative development which uses the insight we have about our customers to reach the diverse, individual and busy over 50s. By recognising there are many reasons why over one million over 50s up and down the country already trust RIAS as their insurance provider, the adverts deliver a clear call to action. Consumers can be reassured that they can trust RIAS to look after some of the things they treasure and, in turn, be looked after too.”

The adverts were produced by PSA Films, while post production was handled by 442 and directed by Keiran McGuigan.

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