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Esure Steps Up Internet Targets with Launch of New Icon

Advertising Information for covermecarinsurance
esure - the UK's fastest growing personal lines insurer ever - today launches a new advertising icon backed by a multi-million pound marketing campaign in its drive to further increase the company's share of the UK's internet insurance business.

The new icon - a 'stop-motion' character named Mister Mouse who secretly works inside each computer mouse - will appear in television, press and poster advertising from 25th May 2005. The move is instrumental to esure's drive to consolidate a leading position among the UK's motor insurers while transacting a higher proportion of its business online than its key competitors.

The move also coincides with the company exceeding one million policies in force less than four years after the esure brand's launch in 2001. esure currently transacts close to 70% of its motor, home and travel insurance sales via the internet and is aiming to move this towards 90% as its marketing shifts to highlight the advantages of its online presence more strongly.

Following on from the launch of Mister Mouse, esure is also planning to widen its target market beyond its original requirement for a minimum of four years' no claim discount. The company will do this by using the wider underwriting capabilities of its sister company, First Alternative.

Peter Wood, Chairman and Group Marketing Director at esure said:
"When esure began, the company kept premiums low by focusing strongly on a tight pool of lower-risk drivers. We are now in a position where we can move to take advantage of both our internet efficiencies and our relationship with First Alternative to achieve the same effect for a much wider pool of customers."

The Mister Mouse character has been created by Siân Vickers and Chris Wilkins - the creator of the original Smash robots in the 1970s. Chris and Siân also worked with Peter Wood to create the Direct Line red phone in the 1980s. The Mister Mouse character has been animated by Vinton Studios - one of the world's leading animation companies based in Oregon, USA.

The new advertisements will focus on the promotion of a re-branded, confirming the internet as esure's primary sales channel, although the company remains committed to offering phone sales and service in tandem with its online activity.

Peter Wood said: "In developing a new icon for 21st century internet insurance I wanted to keep the directness of our Michael Winner approach while bringing to life the role of the computer mouse, which is - after all - the only tangible moving part in most e-commerce activity.

"Mister Mouse is engaging, memorable and incredibly versatile. He can easily stretch to cover other products in the near future."

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