New advertising campaign for Linear: customers become testimonials
The development of Linear continues also thanks to the Internet channel, which constitutes 25% of the total premium income. There are 50,000 newly policyholders during the year.
A competition launched by e-mail for all Linear customers calls for customers to offer their personal contribution to the new advertising campaign thereby becoming product testimonials. At the end of the selection, six subjects are chosen, 5 motorists and 1 motorcyclist, all of whom perfectly represent the Motorist Sapiens of Linear, one who has the lowest rating classes (lower than 4); residence in central northern Italy; aged between 30 and 45 years; average culture and middle income.