Marketing campaign of the year - Swiftcover
Swiftcover spotted a gap in the market and exploited it ruthlessly - launching an online offering called Swiftcover.com that caters for customers who want excellent cover without having to deal with a call centre
Sponsored by HSBC Spectrum
Swiftcover.com launched in June 2005 with a purpose built and comprehensively engineered website that offered personal lines insurance. This decision was made after it identified a consumer desire that was unfulfilled by existing market players.
Results from its own research in February 2005 found a genuine consumer need for a 100% online service. Around 81% of those polled said that buying insurance online, rather than dealing with a call centre, was easier.
The poll
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