Esure

“Vox Pops were efficient, professional and extremely accommodating. They did a fantastic job of producing exactly the kind of videos we required within a very demanding time frame. The final videos were of the highest quality - sharp, insightful and punchy and are currently being used as part of our TV advertising campaign.” Lee Crawley | Marketing Manager | Brand Media

Project Objectives:

Esure turned to Vox pops international when they were looking to recruit and film their customers for their next advertising campaign, alongside Michael Winner.

Esure wanted to show ‘real people’ talking about general aspects of their car insurance and examples of positive customer service they had received, to be televised in an ongoing advertising campaign this year. Extra questions were also added for purely market research purposes as opposed to prospective advert questions, allowing Esure to benefit in two ways from the filming.

Vox Pops International and Esure were confident that capturing Esure customers on film would be an excellent way of demonstrating genuine consumer support and really convincing potential customers of the popular presence and benefits of Esure within the car insurance realm.

Methodology:

Vox Pops International organised pre-planning meetings to discuss and clarify exact details of the project brief and also to arrange the recruitment of customers and define filming requirements.

The filming took place in five different locations all over the UK to get a wide representation of Esure’s customer base – VPI travelled to Cardiff, Manchester, Newcastle, Croydon and Wimbledon and filmed 20 respondents in each location, resulting in about 100 interviews. Esure attended two locations and provided feedback throughout the day. Questions were open-ended to ensure full, believable and, in some cases, quirky responses.

Full transcripts were then dispatched to Esure of all interviews as well as long, rough edits of each location. Quotes were selected and edited down to produce final edits, which were consequently finalised for television broadcast requirements and edited alongside Michael Winner.

Results:
The project had a turnaround time of roughly two months – this included recruitment of all respondents, travelling to different locations, fieldwork, transcribing and editing. The final videos are now being broadcast on television as part of Esure’s current advertising campaign and have been viewed by more than five million people.

This Case Study appeared in our Winter 2007 Newsletter.
All of our Newsletters are available for high-quality download.