Brain Food: Slogan Doctor - Norwich Union: Quote me happy

It may annoy you incandescent, but 'Quote me happy' seems to be doing a good job for Norwich Union Direct.

by John Morrish
Last Updated: 09 Oct 2013

The problem Norwich Union had was that potential customers saw it as a classy but expensive operation - bad news in the cut-throat insurance market. So when it changed its ad agency to Abbott Mead Vickers BBDO in 2002, the Aviva subsidiary was ready for a new approach. The line, technically 'Let us quote you happy', was the tag-line for a single print ad. Its potential was recognised and it was eased into public consciousness over a year, before becoming a recognised national irritant through a series of sitcom-style commercials in which customers achieve a state of bliss after challenging the call-centre folk to 'Quote me happy'. This is neither an English idiom nor recognisably British behaviour; nor does it mirror the typical call-centre experience. Yet the line's irksomeness makes it memorable. Expect to hear it for a while longer.

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