Insurance

Case Study

Halifax General Insurance

Citigate was tasked with designing a consumer facing campaign to position HGI as an authority on the issue of burglary.

Using consumer research we identified the value of stolen goods purchased in Britain’s pubs - £1 billion annually. Focusing on pubs enabled us to play on the whole ‘Del Boy’ stereotype and provide journalists with an immediately identifiable and irresistible hook.

The campaign generated £3.2 million AVE. Coverage highlights included BBC Lunchtime News, BBC RadioOne, Two, Four and Five, The Financial Times, Times, Sun, Guardian, Express, Daily Star, Daily Mail and Metro.