LONDON - Norwich Union is backing its Pay As You Drive insurance policy with a multimedia direct-response campaign.
The policy employs GPS technology to track the driving habits of customers, from which it calculates their premium.
The insurance company is targeting commuters and housewives with ads on Tube carriages and ticket barriers as well as on trains and in magazines and regional newspapers.
Norwich Union is also launching its first radio campaign, with a 30-second execution intended to drive customers to its website or to call it for more information.
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