LV= General Insurance appoints Karmarama to launch bespoke new car insurance product, Flow

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LV= General Insurance, which is launching a new monthly subscription car insurance, Flow, has appointed Karmarama, part of Accenture Interactive, as its lead creative agency, tasked with kick-starting the new brand and driving innovation with a campaign designed to cut through a crowded and competitive marketplace

LV= General Insurance, which is launching a new monthly subscription car insurance, Flow, has appointed Karmarama, part of Accenture Interactive, as its lead creative agency, tasked with kick-starting the new brand and driving innovation with a campaign designed to cut through a crowded and competitive marketplace.

Flow provides a new ‘fuss free’ product which gives drivers the flexibility to tailor their policy and price based on their circumstances, without incurring admin fees. The product offers a flexible, fast, online-only, transparent monthly subscription car insurance product, designed to fit the needs of consumers and their ever-changing lifestyles – so that they will always get the best price, regardless of whether they are a new or existing customer.

Karmarama’s new campaign, which launches to market this week, is anti-establishment in nature and presents insurance in a different light to consumers. The car insurance market persists in offering standardised, annual products, laden with admin fees that for some customers, especially the millennial ‘on the go’ generation, simply doesn’t work.

Flow is the antidote to this, with a product designed for millennials that allows them to live flexibly, change their mind without additional fees and get car insurance painlessly with a quick online sign-up process that cuts the faff out of getting a quote.

The initial digital launch borrows heavily from meme culture to make bold comparison to current insurers and shine a light on the ‘old’ vs ‘new’. The fully integrated brand work will begin immediately, launching with a mix of digital display, social and YouTube assets, with the wider campaign to follow later in the year.

Rachel Pearson, planning director at Karmarama, part of Accenture Interactive, says: “Many financial services products risk being relics from a bygone age, products that force you to fit your life around them. But real life is neither standard or linear. We carve our own path. That’s why it’s brilliant to work with a company that’s building products that fit into your life, like Flow from LV= General Insurance.”

Jon Mansley, sales and marketing director at LV= General Insurance, says: “Flow is a completely new product and talks to a millennial audience group whose needs aren’t met by traditional car insurance, believing it to be a complicated product that locks you in for long periods. We have created a new campaign reflecting the fact that this ‘on the go’ generation want insurance that gives them flexibility to pay monthly and easily make changes to their cover, rather than feel restrained in an annual contract.

“By partnering with Karmarama we have a very digital focused campaign which talks to this audience brilliantly and will grow and develop over time.”