Norwich Union drops Quote Me Happy

Norwich Union has dropped its "Quote me happy" strapline as it launches an £8m unified advertising campaign for its life and insurance business. The new campaign focuses on the new strapline "We just make it easier".

The TV adverts, which have been created by Abbott Mead Vickers, will focus on how the insurer aims to support consumers in "choosing, using and staying with Norwich Union".

The campaign will take a light-hearted look at the things that Norwich Union cannot control as a platform to show the things that it can provide for its customers. The first execution will focus on motor insurance and it will rotate through home, life and investment over a 12-week period. The TV work will be supported by a press and radio campaign and a new consumer website.

The new aligned approach follows research into customer perceptions and expectations of Norwich Union and its products. Norwich Union marketing director Crawford Davidson says: "These insights reflect the very essence of Norwich Union and will increasingly underpin our interaction at every stage of the customer journey".

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