MORE TH>N announces brand relaunch

RSA Group

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MORE TH>N introduces its new fictional founder Mordenn Surenns

Move over meerkats as there is a new cool character being introduced to the British public this May by MORE TH>N— Mordenn Surenns.

Mordenn Surenns is the new fictional founder of MORE TH>N—an entrepreneur who epitomises the cool and calm Nordic character. Mordenn not only puts customers before corporate nonsense, but in a series of new television adverts, the British public will see him personify MORE TH>N’s customer-centric, challenger spirit.

A still from the latest MORE TH>N TV advert.

Mordenn’s character will mirror the values of the MORE TH>N brand showing he is cool in a crisis, credible and likeable, but with a quirky sense of humour and ready to do MORE TH>N expected—summed up in the brand promise: We do MORE TH>N.

Insurance is almost unique in the retail space as it is a brand that consumers only interact with just once a year, unless they need to make a claim. It’s for this reason we need a likeable, fun character with cut through to drive customer engagement in a low interest category.

Rob Flynn MORE TH>N managing director

Originally launched in 2001, MORE TH>N – part of the RSA group – is a multi-award winning insurer offering a range of personal lines insurance products including motor, home and pet.  The last time the company ran a brand campaign on mainstream television was back in 2015 but they are probably best known for their MORE TH>N Freeman and Lucky ads from several years ago, but now they are back with a new character.

The new multi-million pound campaign will start on May 3rd and run across the summer – expect to see Mordenn every where from television, radio and billboards – you can view the video here.

Rob Flynn, managing director, MORE TH>N:

"We are excited to finally introduce Mordenn and our new brand promise – We do MORE TH>N.  Insurance is almost unique in the retail space as it is a brand that consumers only interact with just once a year, unless they need to make a claim. It’s for this reason we need a likeable, fun character with cut through to drive customer engagement in a low interest category.
"We have worked hard in the background to ensure our sales, service and claims are ready to deliver on our new brand promise for our customers. 
"Our business has been undergoing a radical transformation and the introduction of Mordenn is one of the key stepping stones in our journey to get us back on track as one of the leading challenger brands in financial services.”

Andy Booth, creative director, VCCP:

“MORE TH>N was specifically launched to challenge the sector, which it’s quietly been doing for a while now. They make families lives easier by providing more than just insurance through innovation and just being decent. That’s more relevant today than it’s ever been. Mordenn, a calm bare-footed loveable giant, is the fictional founder of MORE TH>N. 
"He set out to offer more, by better understanding the chaos of family life, so he could actually give them what they need. Insurance - as an aid to life,  not just a transaction. And now he wants to let everybody know, as he would say, that “We do MORE TH>N”.

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About MORE TH>N

MORE TH>N is the direct financial services arm of RSA. Established in 2001, the company offers car, home, pet, business and travel insurance.

About Mordenn Surenns

Mordenn chose a career in insurance to help people.  He really enjoys getting humans and their furry companions out of a pickle and back on their feet.  Some say it stems from a childhood flipping stranded moose back on their hooves in the muddy hills of Northern Europe – hence his now hulking 6 foot 7 inch physique.

As a teenager, he was dismayed to discover that insurance companies weren’t going the extra mile for customers and he decided he was going to change things.  After years of reflection with Tibetan monks, he realised he wasn’t helping anyone – especially the poor monks who could barely grow enough food to feed the ever expanding Mordenn.

And so he said his goodbyes and came to the UK to launch MORE TH>N – a company filled with helpful, friendly like minded folk with a can do attitude and ready to shake things up and go the extra mile for families with his new customer promises:

  • “Silky, smooth and effortless – a service so good, we don’t just make things feel better, we make them feel like butter!
  • Cover that’s clear so customers have confidence they’re covered – as Mordenn’s BFF the Dalai Lama says clarity calms the soul
  • Pricing that’s simply more honest, more open and offers more value
  • And by listening first and acting fast when it comes to claims, we speedy fix things for our customers too.”

Mordenn may have finally stopped growing but MORE TH>N's growth is set to continue. His vision was, and still remains rooted in our name.

As you might have noticed Mordenn isn't one for wearing shoes. This stems from a desire to be at one with the world and so keep in tune with the needs of families in their day-to-day lives. It's a bit of a sixth sense, a spiritual power perhaps, and something he honed having spent a summer firewalking in Norfolk. No, we had no idea they did that there either!