Integrated Digital Campaign for The Insurance Emporium
A cushty campaign
The Insurance Emporium helps protect the things in life that are special to consumers. Their insurance products reflect a vast and varied range of consumer passions. From horses to holes-in-one, pets to percussion, weddings and wedding dresses, to honeymoons and holidays.
The challenge
The Insurance Emporium wanted to launch its new brand and positioning with an unusually fun and adventurous approach towards insurance. They needed to introduce their wide range of products and communicate it in a way that resonated and expressed their new personality.
Our solution
After research and target profiling, the team at Fiora and Chase decided to centralise the campaign on their brand icon, the cult 1970's cartoon character Mr Benn. We devised, planned and produced a series of activities to raise countrywide awareness of the brand, build a database of useful contacts and, ultimately, generate insurance quote requests.
We led with the development of an exciting competition which we promoted through a 40 second film and trailer, which we pushed out via their social channels.
The newly created Mr Benn Safari mini-episode acted as the key inspiration, and offered consumers the chance to walk with the Gorillas in Uganda. Itwas launched with key influencers, and our lead influencer ‘The Bald Hiker’, an influential travel writer, took part in the trip and over the course of several days recorded his adventures. The activity trended for several weeks and was reposted and shared over 400k times.
The newly created Mr Benn Safari mini-episode acted as the key inspiration, and offered consumers the chance to walk with the Gorillas in Uganda. It was launched with key influencers, and our lead influencer ‘The Bald Hiker’, an influential travel writer, took part in the trip and over the course of several days recorded his adventures. The activity trended for several weeks and was reposted and shared over 400k times.
- Bald Hike stats
- 23,000 Direct mentions
- 1,226 Unique authors
- 4.5m Direct impressions
- 403,174 Shares
In support of the film, an integrated digital campaign was developed which centred on great content, social media, blogger outreach, sponsorship, paid media and experiential activity.
To further fuel consumer interaction, brand participation and social sharing, we also launched an online game across social media and online display.
Building on the much-loved characters nostalgia, an experiential campaign was developed and launched across key locations in the UK.
Results
The campaign generated overwhelmingly positive sentiment for the brand. Our activity trended across social media for several weeks, with our influencer activity generating a peak in national interest, ultimately brand awareness consumer engagement, conversion rates and policy sales all increased.
How do you bring an idea to life? How do you make it shine and put it centre stage? Most importantly how can it engage and reach the right people? Working with Fiora does all this and more, working together to make the idea and give it the scale it deserves.