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Swinton Insurance: The IDM Business Performance Awards 2009: Bronze Award-Winner Campaign: Mystery Tipper drives sales in Swinton's Taxi Insurance Division

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Abstract:

Fun and insurance — not usually synonymous with each other, but, in this case, Swinton Taxi Insurance gave its product a new lease of life with infectious results. Swinton's Mystery Tipper character went viral on taxi ranks across the UK, her arrival heralded by tightly targeted campaign messages in local media. The Tipper gave taxi drivers something to talk about, and increased Swinton Taxi Division's business by 30 per cent in 2008.

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/dddmp.2009.35

Publication date: January 1, 2010

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