This is our favourite bit of insurance copy we’ve seen lately. No, we don’t get out much.
Sometimes you see products called things like Holistic External Drainage Cover Solutions. But to the customer, ‘burst pipe in the middle of the night insurance’ works a lot better. The moment you see it, you’re propelled in to the story. It’s clear, vivid and real. And that’s what we like. Well done, firstdirect.