The power of love  (2012)

Bronze award winner

Campaign: The power of love
Brand: LV=
Client: LV=
Entrants: Designate Communications, 24-7ideas.com
Principal Authors: Miriam Mainwood - Designate, John O'Sullivan - 24-7 Ideas.com
Contributing Authors: Sarah Bulling - LV=, Guy Hedger - LV=, Nick Whitnell - LV=
Credited Companies: LV= - Client, Designate - Creative Agency, Carat - Media Agency, 24-7ideas.com - Creative Agency


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In 2006, Liverpool Victoria was a business in trouble that was rapidly losing customers. The insurance business was in terminal decline and due to FSA solvency requirements it was predicted that if this continued they would have had to cease trading personal insurance by 2011. In 2007 the company was rebranded to LV= and the advertising was transformed into a contemporary, modern appealing brand. The impact and results of the LV relaunch in 2007 enabled LV= to reach number three in the market by 2010, from 9th in 2006, and grew annual sales by 696% in five years.

Judge's Comments:

A solid case study that proves how a rebranding exercise can rejuvenate the fortunes of a small, relatively unknown brand, and propel them to the third biggest player in a cut-throat and competitive market.