2013 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

A keyboard. An LCD screen. On a magazine. Think about it. Anything with buttons, on an unexpected object, that’s in your hands – wouldn’t you want to see what wizardry it holds? More than that, it offers a solution for something that usually takes too much time and effort. We wanted to take the RSA experience “Easy as Ever” to its utmost level. So, we created a device, wired onto our print medium. This allowed customers and potential clients to key-in their details and request for a car insurance quote, on-the-spot and directly from the belly-band. Their details are then sent to RSA which is linked to RTA’s system, verifying and computing a quote in real time. Shortly after, this is sent to their mobile phones. All this, from a magazine.

Insights, Strategy and the Idea

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. The TA, like most others, perceived RSA to be a provider of motor insurance with an above average brand position and not much else. But in order to engage with them, you had to provide a ream of information and documentation in order to get a quote back. 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. This allowed us to enhance the perception of RSA in the market while allowing the client to own a new USP. Innovation.