Ecclesiatical appointed Gravity in Q2 2008 to raise their awareness with brokers particularly about which niches they operated within.
We launched ‘You’re In Good Hands’ shortly afterwards as a creative vehicle that would allow us to tell the story of Ecclesiastical’s excellent reputation among brokers but that would still sit culturally with a company that was million miles from the cut and thrust of an Aviva or More Than. There could be no advertising with big brash headlines saying “We’re no 1”.
The ‘painted hands’ campaign was developed to be highly distinctive, to create a visual link with the Ecclesiastical hand logo to improve attribution, and to sell ‘softly’ meeting the cultural requirement.
Challenge for 2010
As with all successful campaigns the challenge in the second year is either to simply refresh the work / move the message on or extend the campaign from pure brand awareness to launch and promote specific products and services. You’re in Good Hands had to do both.
Firstly there were new brand executions, for the niches to be promoted in 2009. These were in some ways more ‘daring’ than we’d been before, and certainly more colourful, because we knew the initial wow factor from our first campaign would be wearing thin now.
Secondly we had to create executions for specific products and services, including the launch of a new on-line service and the promotion of their risk management offer, the banana skin, our client’s favourite execution.
Creative executions explained
Charity: Ribbon
Various different charities use different coloured ribbons as their emblem and badge, so it was a perfect icon. Heritage: Ladybird / Picture Frame So many properties fall under the heritage niche but this year we particularly wanted brokers to realise our heritage offer included big country estates and their Gardens, so the Ladybird and Picture Frame were chosen and did well in research.
Care Homes: Daisy
Flowers have always been a traditional symbol of caring and love and are a perfect way to represent all types of care facilities in this sector, ranging from hospitals to care homes.
Camera / Hand as Pen
The two executions allowed us to ‘Focus’ and respond to topical issues. The Pen as hand also allowed us to use it to respond to a situation when there was no time for new photography to be commissioned.
Risk Management: Banana Skin
I’m sure we don’t have to explain this one!
Launch of Care and Charity online: Sprinters
Distinctive from the other five executions because we needed a unique visual language for online which would need it’s own campaign while still part of the Ecclesiastical brand. Sprinters chosen as visual reference for speed.
Target Audience
All Insurance brokers.
Media
This was an integrated campaign consisting of:
- Online advertising
- Press advertising
- email campaigns and
- a live event
Press included all the usual broker titles and popular online sites, many of which are the online versions of the press titles.
Advertising details
A thorough media plan was formulated for the campaign combining magazines, online and sponsorships. The plan had a push/pull approach, targeting insurance brokers through industry publications and websites on one hand, and business consumer audiences through specific-interest publications on the other. The ads shown were specifically targeted to the media/publication used and contained a modified message between the two audiences. The full media plan is attached.
Email details
Ecclesiastical chose to push the boundaries of email technology by running a cuttingedge ‘vismail’ campaign featuring a streaming video based around the Sprinters creative. The vismail was sent out in the week leading up to the BIBA (British Insurance Brokers Association) tradeshow and featured a sprinting fingers video and a teaser invitation to the event. This was sent to a database of approx 5,800 brokers and had an outstanding open rate of 69.94 per cent and 7.08 per cent click-throughs. Post-BIBA email blasts were also sent out directly by Ecclesiastical to follow up with relevant messages from the event.
Live event
The campaign each year is extended to the British Insurance Brokers Association or BIBA. Our stand this year focused on launching the new online quote and buy service and carried imagery from that element of the You’re In Good Hands campaign.
Over 200 people were estimated to have come to stand over the 2 days of the event, with 118 taking part in our on-line speedy fingers games. Brokers took part in hurdles, long jumps and sprints to win various prizes and over 100 brokers registered for the new online service.
Timescale
New campaign was launched in October 2009 and will run to Q3 2010 when a further revision will be developed to reflect the new brand strategy.
The campaign was extended to the trade show BIBA in May 2010
Results
1. Webtrends Report
Last year the 2008/9 campaign created a 35 per cent increase in visits to the broker homepage.
Pre and post tracking for new the 2009/10 campaign has created a 43 per cent increase in visits to the broker home page on the 2008/9 figures.
2. Brand tracking research (brokers)
Our first brand campaign drove Brand recall from just 6 per cent in 2008 to 30 per cent by May 2009. By June 2010 brand recall had risen again to 47 per cent.
3. Results from the BIBA event
In 2008 just 30 brokers visited the Ecclesiastical stand. In 2009, after our campaign has begun, 80 brokers visited the stand.
In 2010, rather than just track visitors to the stand, results showed that 118 brokers had been to the stand to play the on-line game as part of a competition and 107 brokers registered for more info during the event (target 50).
