This idea won't win awards for art direction, but it will win over Mrs Jones in Acacia Avenue. It appeals to a different mindset from the one we have when creating advertising.
As a media idea, it's excellent.
These asrecommended booklets are on millions of doormats in the UK and are a welcome change to the internet. The insurance edition is a winner, with tips and 14 firms to choose from. All insurance-related things are covered, from your car to your cat.
I find that the web gives too much choice, whereas these give a selection of the best. The booklet has a comparison section in the centre pages for notes under each of the insurance companies listed, so you can shop around for your quotes, note them down and view them all in one place.
My only negative comment is that those 14 insurance company ads were very dull and not one engaged me.
In an era when everyone thinks the web is it, it's nice to get something I can hold or read on the bus or in the bath. Bring back good old print, I say.
- Mailing: In-house.
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