Insurer says move is part of an investment programme to build a foundation for growth
Swinton is set to return to the UK’s TV screens for the first time since 2007 as part of a rebranded exercise linked to its growth strategy.
The first advert in the high street insurer’s £7.5m campaign will be broadcast during Coronation Street on Monday 3 March. The campaign will be supported by print adverts in the national media and an online campaign.
Last year the FCA fined Swinton £7.4m for mis-selling add-on insurance policies.
The adverts are a key part of a brand refresh that includes a new Swinton logo, which will also be seen on facias at its more than 400 branches. A new consumer website – optimised for smartphone, tablet and desktop – will go live on 3 March.
Last year, Swinton confirmed its plans to support an omni-channel retail model that combines a national branch network with telephone and online platforms. The company is undergoing an investment programme “supporting its leadership team’s focus on building a solid foundation for growth”.
The advert features 2013 Britain’s Got Talent winners, Attraction. The troupe’s shadow dance technique is used to reflect elements of motor and home insurance with an emphasis on ‘people’ rather than just ‘product’.
Swinton marketing director Gerald McLarnon said: “We have chosen to return to commercial television to promote Swinton’s people-centred approach – highlighting that the Swinton personal touch differentiates us in the UK.”