Horse let up
M&C Saatchi is promoting a new type of insurance model in England.
Back me up is an insurance policy that not only covers your smartphone screen, keys and travel for 15 pounds per month, but also three items of your choice. Worth up to 3000 pounds. The insurance is taken out by taking a photo of the three desired items with your smartphone and sending it in. The salesman ringing the doorbell after work and explaining insurance gaps at the kitchen table is a thing of the past. The model also appeals more to a young, uncomplicated clientele. Or in numbers: 17 to 49-year-olds - the others are not allowed to participate.
Advertised is Back me up with a successful campaign by M&C Saatchi London. The agency has packaged the message that it is better to insure what is sacred to you in commercials that could not be more British. In a positive sense. (hae)
