About the product
Care and Charity Online is a complete online solution for brokers. It takes just seven minutes from the start to get a full a quote and brokers can buy the policy there and then online with documentation immediately available.
Such Quote and Buy products in insurance are not unique but they tend to be for standard product. For a niche product like Care home and Charitable organisation insurance it is pretty special. And it needed special treatment to make sure the product development investment paid off.
Our creative solution at a brand level was to create a new and highly distinctive visual language that reflected their unusual hand’ logo and would provide us with a vehicle to talk about their product and service excellence, which had just been recognised by brokers who had voted them number 1 in their niches.
Our solution was to use artist painted hands with the end line you’re in good hands’ and by 2009 we had successfully raised awareness from 6 to 30 per cent and driven a 28 per cent increase in sales.
Our new challenge was to continue with the painted hand imagery but to create a distinctive new set of visuals to sit within the brand language but also be sufficiently different so they became indelibly associated specifically with the online product.
Solution: The Sprinters
There are a number of benefits for brokers using the excellent online product but the most impressive is the speed – a FULL quote in under seven minutes and instant’ documentation.
So to convey the online speed we created The Sprinters – two little chaps, one for Charity one for Care, that were actually the left and right hand of our hand model.
Target Audience
Direct Activity: Existing Ecclesiastical brokers
Advertising and Virals: All brokers
Media / Channels
This was a fully integrated campaign consisting of:
- Press advertising in insurance trade titles
- On-line advertising: Banner ads and MPUs on Insurancetimes.co.uk and broking.co,uk
- On-line advertising rich media with embedded The Sprinters’ film
- On-line advertising rich media with embedded video game Speedy Fingers’
- Vismail eDM campaign with embedded The Sprinters’ film
- DM pop up mailing with Ferrari driving experience prize draw
- Stand and collateral for BIBA live event, including Speedy Fingers’ game broker competition
- Internal staff launch roadshows, posters, banners, plasma TV messaging, use of The Sprinters’ film.
Timescale
Campaign was launched to staff in April 2010 and to brokers in late April/May 2010 with activity lanned to the end of 2010.
Results
Campaign overall:
Despite the campaign running for less than two months prior to this submission, results are already well ahead of quite tough targets:
New online accounts (total universe estimated at: 3,000)
- May actual: 124
- June: 41 in one week
- 83 per cent ahead of target
- Gross Written Premium: £91,000 after just five weeks
- (Forecasting £0.6m at end of campaign period against target of £0.38m).
Campaign specifics:
1. Vismail eDMs
- 5,084 delivered:
- 1066 opened (21 per cent)
- Email re-forwarded on average 3.5 times (total times opened: 3556)
- 522 click throughs (10 per cent substantially above industry averages).
2. On-line game
- Total plays 837
- Average time spent playing: 16.05 mins (this is well above industry standards, which are about 3-4 minutes)
3. On-line advertising
- 74,816 impressions
- 160 clicks
- 0.21 click through rate (industry average for finance is 0.16)
Currently there is no data for the printed DM piece.
These results can be confirmed with:
Stephanie Peacock,
brand manager, Ecclesiastical