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Daily Insurance Industry News
Sunday 21st of January 2018
April 29, 2009

Swiftcover welcomes musicians as Iggy ads increase sales

by Gill Montia

Story link: Swiftcover welcomes musicians as Iggy ads increase sales

True to its name, Swiftcover has reacted immediately to the Advertising Standards Authority (ASA) ban on its advertisements fronted by Iggy Pop, by announcing that it will in future insure musicians.

Earlier today, the ASA ruled the campaign was misleading for consumers “because the [car insurance] policy was promoted by a well-known musician, which might lead some viewers to believe the policy covered those who worked in entertainment, when it did not, and because Iggy Pop did not have a policy with Swiftcover”.

However, the ageing rock star has proved so popular with viewers that Swiftcover is reluctant to comply with the ban and is instead extending its cover to include musicians.

The firm’s marketing director, Tina Shortle, explains: “Iggy Pop and Swiftcover.com have made motor insurance interesting for a change, increasing awareness … and sending our sales soaring by almost a third, so we would be crazy to lose Iggy.”

She adds: “We appreciate that some musicians were disappointed that they could not get ‘Swiftcovered’, so we are now one of the few insurers that actually insures musicians.”

The news will doubtless bring relief to those who designed the £25 million campaign, while for Swiftcover, sales increase 31% in the first three months of 2009, compared with the same period of 2008.

 

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