It is the first time that Halifax Bank of Scotland has promoted a third-party brand in its branches. The move is also a departure for Esure, which is principally sold direct.
Halifax Bank of Scotland, which has an option to purchase a stake in Esure, currently sells Esure policies under the HBOS brand. However, it believes that by selling and promoting the Esure brand directly it will increase sales among its 14m customers.
Red Cell Response has created point-of-sale material including leaflets and packs sporting images of the Michael Winner fairy character that appears in Esure's TV ads. The creative tells consumers that Esure will grant their wish for cheaper car insurance.
Red Cell Response has also devised an incentive scheme for HBOS staff to encourage them to sell policies.
The campaign kicks off this summer in 1,200 Halifax and Bank of Scotland branches to capitalise on the insurance sector's peak selling season. HBOS websites will promote Esure and will be used as a means of capturing data on customers whose car insurance is coming up for renewal.
Red Cell Response pitched for the business against two other undisclosed agencies. HBOS head of partnerships Mary Davidson and Esure founder Peter Wood handled the process.
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