Punk Icon Iggy Pop Sells Car Insurance

Iggy Pop for swiftcover.com car insurance

By Thami Masemola
January 6, 2009 9:32 PM
Filed Under: American, European, Industry, Music

A 1970s punk rock/grarage rock pioneer, Iggy Pop, has been recruited to help an insurance company with its new car insurance marketing and advertising campaign which is called "Get a Life". Iggy Pop, born James Newell Osterberg, Jr., will appear in these ads paid for by the wholly online insurer swiftcover.com. The "Get a Life" theme emphasises how Iggy Pop can embrace his online life to save time so he and other consumers can "Get a Life".

The campaign was created by advertising agency MWO and highlights swiftcover.com's time saving hassle-free services. One of these services is underlined in a TV advert where documents are safely stored online. In this particular commercial Iggy Pop remarks on how he hasn't seen his own birth certificate in years. Another execution highlights the time one can save by using swiftcover.com, especially the company's ability to generate a quote in 60 seconds.

"The new campaign is an exciting step for swiftcover.com," said Tina Shortle, marketing director at swiftcover.com, "and one which we think will create great stand out in this highly competitive marketplace. As the only online insurer, we feel this new and unique approach reflects our positioning as a young and innovative company."

The £25 million ad campaign was launched on the 4th January and is being supported through media including TV, radio, outdoor and online activations. In addition, swiftcover.com is sponsoring Sky's 2009 Sci-Fi season.

Press Release (Click to expand)

King of Punk Iggy Pop Recruited to Front GBP25 Million Car Insurance Ad Campaign

swiftcover.com, the UK's only online insurance company, is launching a major GBP25 million advertising campaign fronted by 70's rock icon Iggy Pop. Launching Sunday, 4 January 2009, the new campaign marks a step change in car insurance advertising.

Created by advertising agency MWO, the campaign launches swiftcover.com's new strategy "Get a Life", using Iggy Pop to highlight the time saving hassle-free service provided by the wholly online insurance company. In the ads, Pop will be embracing his "online life" and how it provides efficiencies and cost savings to enable consumers to "Get a Life".

One execution of the TV advert underlines the convenience of safely storing documents online, with Iggy reminiscing that he hasn't seen his birth certificate for years. Another focuses on the time saved using swiftcover.com's service, particularly the ability to request a quote in 60 seconds.

Media has been planned by Spark Media and Steak Media, and includes TV, radio, outdoor and digital advertising, along with swiftcover.com's new sponsorship of Sky's 2009 Sci-Fi season.

Tina Shortle, marketing director at swiftcover.com, said, "The new campaign is an exciting step for swiftcover.com and one which we think will create great stand out in this highly competitive marketplace. As the only online insurer, we feel this new and unique approach reflects our positioning as a young and innovative company."

Tim Mortimer, managing director at MWO said, "The insurance market is not known for great advertising, and we took the opportunity to change that. Our online lives can give us the ability to run our lives better and more efficiently. I don't think anybody has explained this properly through a big advertising strategy, until now."