ZURICH INSURANCE USED HIGHLY TARGETED AND CREATIVE DM TO DRIVE HOME THEIR BUSINESS INSURANCE USP2 ‘New for old’ cover is a hygiene factor in consumer insurance, but previously it was unavailable in B2B insurance. Zurich wanted to dramatise the fact that their business insurance cover had this as standard, thus encouraging switching. Small businesses don’t always have the disposable capital necessary quickly to replace vital office equipmen

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