‘The Shottons’ is a gripping 'truth story' trailer and film campaign, bringing to life the brand's 'Personal Claims Handler' proposition. The results were striking: A click through rate of 0.30% against an industry standard of 0.15%; users following the content path were 8% more likely to buy than users following another search path; and during the campaign month of July 2010, quotes rose by 8% and sales by 10%. "...Advertising enables us to put our proposition out there. The Coast approach demonstrates how it works, in an engaging way..." (Paul Bennet, Senior Global Advertising Manager, AXA).
'Perfect Day' comprises Cinema (Carlton Screen), TV and online executions for Visit Scotland's 'Live campaign. The film features one couple's short trip to the beautiful Island of Barra in Hebrides, the only place in the world where your scheduled flight makes a beach landing. Results were positive: year on year island bookings were up 400% (Visit Scotland); 73% of cinema goers "enjoyed it" and 75% of viewers more likely to consider Scotland having seen it (Carlton Screen poll).