After experimenting in some regions of northern Italy in the second half of 1996, the year 1997 witnesses the expansion of the insurance coverage of Linear over the entire Italian territory. The first advertising campaign, “Motorist Sapiens” is launched with national coverage at the end of January. The strong rate customization introduced by Linear through widespread media communication and customer word of mouth, helps to create a greater responsibility in the public for prudent driving behavior, rewarded by particularly favorable prices