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By hooking into Home Office predictions that the credit crunch would bring an end to falling crime rates, Premierline Direct provided a fresh perspective on a much debated topic, revealing how small businesses are more prone to being victims of crime at Christmas.

The campaign pinpointed the most common types of crime and revealed the average cost of claims, money the owner would have to find without adequate insurance cover in place. As well as offering advice on how to protect their businesses, SMEs were directed to the www.beatbusinesscrime.co.uk microsite which helped them assess the risks based on a series of specific questions.

The campaign generated enormous national, regional and online media interest with coverage appearing in The Financial Times and Mirror as well as broadcast interviews on a number of BBC regional breakfast shows.