harvest digital

Norwich Union Direct has teamed up with interactive agency Harvest Digital to run a year-long campaign on four major portals to raise awareness of its car, home and motor insurance products.

Harvest Digital has negotiated a deal with AOL, MSN, Yahoo! and Wanadoo which will deliver a presence on all four sites during 2005.

The campaign will feature overlays, MPUs and skyscraper banners, while the creative treatments, developed by AKQA, will centre around Norwich Unions current “quote me happy” TV campaigns

The ads, which represent the first major web campaign for Norwich Union, will change throughout the year to promote specific products in line with offline activity.

Emma Wilson, client services director at Harvest Digital said: ”Advertising on the four leading portals will give Norwich Union Direct a reach of 88% and will raise brand awareness amongst all groups of internet users, from youth to families, business users and silver surfers.”

The portals will track the success of the campaign, which will be measured by traditional omnibus and Taylor Nelson Sofres Interactive surveys. This brand research will assess metrics such as spontaneous and prompted recall, brand favourability, message association and intention to purchase.

Steve Genders, head of e-commerce marketing at Norwich Union Direct said: “This campaign is not about click-through rates, or site traffic, but focuses on building and delivering online brand awareness over the course of an entire year.”