2013 Winners & Shortlists

The Brief

The brief was to provide a mechanism that would allow the TA, who we identified as people with sufficiently high net worth to be targeted by C-level publications, with an interesting and immediate way to engage with RSA’s instant SMS quote mechanism. This was part of a wider strategy where RSA, in a tie up with the RTA, could use a car plate number as the only piece of information to provide an insurance quote to potential or existing customers.

Creative Execution

Getting a car insurance quote is especially daunting in Dubai. Everyone who has gone through it knows how distressing, tedious and time-consuming the process of collecting documents, finding the right broker, and all the waiting in between is. We wanted to be able to take the brand’s promise “Easy as Ever” to a new level. What better way for customers to be able to ask for a quote – straight from the print ad.

Describe the creative solution to the brief/objective.

Press buttons on the print ad – for an instant quote. We implanted belly-bands with a custom-built device which communicated with RSA’s servers. This allowed customers and potential clients to type their details and request for a car insurance quote, on-the-spot. In mere minutes, RSA sends a quote to the customer’s mobile device. We issued 100 units of this media to a database of senior executives that we compiled in conjunction with the client and projected 100% response rate.

Results

We generated 171 responses from this exercise, which is 71% above target and means that 1.7 people used the execution per dispatch. From this set of respondents we secured 63 insurance policies worth of new business and 8 renewals. We believe that we also managed to cement RSA in the minds of everyone who utilized this execution as an innovator in a very homogenous playing field.