LV= wanted to shake up the car insurance market by innovation a new product specifically designed for electric vehicles. The product launch campaign was the first of it’s kind in the UK. They wanted a bold creative that laddered back up to “From the Heart” (the umbrella brand positioning). A simple idea which said it all “We’re Electrifying Insurance” positioned the warm emotive LV= brand to one that felt more innovative and a leader in the market. Working with Initiative as the media partner we knew we had a lot of scope for animation, both in digital and on huge OOH placements throughout the UK. One standout placement was a vehicle recognition site at Holland park roundabout made up of three massive digital screen.