The brief
Having taken LV= from the ninth biggest car insurance provider in the UK to the fourth in under five years, our task was not just to consolidate their position but to continue to grow it. The car insurance market was growing ever-more congested and ever-more competitive so we needed to find a message that gave them genuine standout.

Strategy
Everyone talks about price when it comes to car insurance. We felt that LV='s phenomenal growth itself could be the message and give them something different to say. After all, 450,000 people had switched to them in the last year.

Traditionally, people only move for one reason in the car insurance market and that's because they've got a better deal. We felt that if we told people that hundreds of thousands of drivers like them had moved, it would reinforce LV='s main message that they're the place to get great value car insurance from. The TV ad messaging would also be supported in outdoor, press and online messaging.

Results
Our 'Tumbleweed' commercial has already proved to be a great success for LV=. We should have some more specific results soon, but here are some to get the ball rolling:

• The week the ad launched we had 33% extra calls. And it's continued to grow since.
• One month after its launch we had to change the voiceover after the figure of people joining in the last year went up from 450,000 to 500,000.

TV Ad: