In a new campaign for MORE TH>N, VCCP has focused on the unique personal project manager (PPM) service offered by the company, which is one of the leading insurers in the UK. The idea behind a personal project manager, is that each MORE TH>N customer will receive help and support should the worst happen and they are forced to make a major insurance claim. The salient point the campaign intends to get across, is that, whilst a PPM can help in fixing your home, “The first thing they think about is fixing your life.”
The campaign is based around a new 40-second spot, directed by Daniel Levi
The campaign is based around a new 40-second spot, directed by Daniel Levi, which leads on from the brand's previous two campaigns, “Help” and “Name Your Price” by focusing on a specific aspect of the insurers unique service. The spot (below) debuted on ITV last Saturday (January 31) during the newly relaunched “Stars in Their Eyes,” and shows the aftermath of a devastating house fire. A man walks through a completely burnt out house (soundtracked by forlorn piano music) and a grim voiceover draws our attention to the personal items lost in the blaze. At the climax of the spot, however, a more positive voice tells us how a PPM could help fix your life under such dire circumstances, and the dilapidated house is shown being given the final touches of a dramatic makeover.
MORE TH>N – Personal Project Managers TV Ad
The spot is supported by what the brand refer to as a “New strand of content providing more information and clarity on the specifics of the service.” This includes a vast social campaign from the digital agency VCCP Kin, which features an interview with an actual MORE TH>N PPM, as well as on-going editorial content that will provide support and preventative advice across social media as well as the official MORE TH>N website. MORE TH>N business director, Lauren Ince, said that PPM's have “So many amazing stories about them really going above and beyond for their customers,” and they “Wanted to capture the essence of these stories in a simple and powerful way, focusing mainly on the human side of their experiences rather than the functional details of the service.”
The spot is backed by a vast social campaign from the digital agency VCCP Kin
Hannah Fisher, the brand's head of marketing, said the campaign marks “The next, exciting chapter in a successful series that demonstrates to customers that at MORE TH>N, they really do mean more.” She adds that “MORE TH>N’s Personal Project Managers are on hand to help and support customers when they need to make a major insurance claim,” claims which are “Frequently the result of the unthinkable happening; a fire, flood or escape of water which can often have a devastating impact on customer’s lives.” She believes the campaign will reveal how their PPM's can “Help customers and their families rebuild their homes and their lives.”
MORE TH>N – Meet James from the Personal Project Manager team
As far as what constitutes a major home incident worthy of a PPM, the press release suggests that any claim over £10,000 that involves serious incidents such as a fire or a flood should be covered. In the event of such an incident, it says “A PPM will contact the customer in person or on the phone at the very beginning of a claim to understand their situation and then use their expertise and experience to tailor the service to their specific needs.” They will then “Organize, where needed, alternative accommodation and emergency supplies like cash for clothing, meals or even toiletries to help begin to rebuild the customer’s home and life.” It all sounds surprisingly straightforward, though that doesn't mean we're suggesting MORE TH>N customers should start being cavalier with their home safety of course.
