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

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

LONDON, January 2/PRNewswire/ --

- With Photos

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."

Note to Editors:

Pictures accompanying this release are available through the PA
Photowire. It can be downloaded from http://www.pa-mediapoint.press.net or
viewed at http://www.mediapoint.press.net or http://www.prnewswire.co.uk.

Source: Swiftcover.com

Joshua Van Raalte, Brazil PR, +44(0)7808-734-622, joshua@agencybrazil.com

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