A great example of a 'Keep' campaign: I absolutely got that warm fuzzy feeling when I opened an email from them this morning to read I would be receiving a £25 refund on my car insurance, and I don't need to do anything! If fact, it's already back on my card. I felt like they actually cared about their customers and, admittedly I go through the annual saga of getting my insurance fee matched year after year, having now been a loyal customer for 10 years, it will definitely be remembered at my next renewable date. This simple act will certainly reinforce an emotional connection I have with the brand.

As Admiral themselves said, with fewer cars on the road during lockdown and their customers driving less, they are expecting to see a reduced number of insurance claims. So the £110m of refunds they are issuing/investment in this campaign is likely to be a small cost compared to the ROI that this act will have both financial long term and, importantly with their customer Loyalty and satisfaction.