Create a celebrity led campaign focused around DRTV to promote the LV= 50 Plus plan and drive response.
Having delivered a very successful campaign featuring Cilla Black previously, the challenge was to find an alternative celebrity with a huge amount of popularity and appeal that would span the 50 plus age group. Julie Walters fitted the brief perfectly. The campaign was set in her dressing room prior to appearing on a chat show. As well as placing her in a credible environment it provided the intimacy needed to engage directly with consumers. The campaign included press ads, inserts, direct mail and digital.