2013 Winners & Shortlists

Results and Effectiveness

The Future Insurance websites click through rate of 0.17% during the first week of the banner’s release. During that week, there were a total of 11 scheduled appointments with consultants. Moreover, we unveiled terms and conditions for what they are, and took away the skepticism that comes with insurance as a whole.

Creative Execution

To engage our audience we made use of a medium that is usually big & bold – web banners. Here we began a conversation with tiny font. We used this paradox to demonstrate that even on such a loud medium, insurance companies try to shy away from fine print. However, we provided a tool; a magnifying glass that when clicked would not only make the text bigger, but change the words to ultimately relay one conclusive message - that Future Insurance is about taking fine print, and explaining it in large.

Insights, Strategy and the Idea

Many people don’t bother with insurance fine print as it’s usually too complicated and hard to understand – tiny font, long-winded sentences, difficult words and tons of industry jargon that makes no sense to the common man. Our client, an insurance broker, wanted to talk to these people and show them that it doesn’t have to be this way - not with Future Insurance at least.