With so many motor insurers out there flashing deals to new customers, it's easy to shop around for a better offer and just as easy to switch. Rarely are customers rewarded for their loyalty, so the relationship between customer and insurer can be fickle. Giving customers 'a treat' would be a clear indication of More Than's brand promise of 'We do more' and would serve to strengthen the relationship with the insurer's existing customers.

To reward existing customers and increase brand loyalty.

Motor insurance customers were mailed a collection of motoring-related gifts to help them through the freezing winter. A neatly packaged box decorated with winter weather symbols contained a branded ice-scraper, demister cloth and a credit-card-sized torch, all under the message: 'The British winter - we've got it covered.'

The campaign's effectiveness will be measured through retention levels at renewal.

It's no good spending a fortune on winning customers and then ignoring them, as you obsess about acquisition targets. Here, More Than is spending money being nice, because it's a damn sight cheaper to keep a punter than it is to buy a new one.