Brand | RSA |
Product/Service | PERSONAL MOTOR INSURANCE |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | USE OF DIGITAL MEDIA (INCLUDING INTERNET, MOBILE DEVICES, ETC) |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Media Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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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
SMS directly from 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” as far as it can go. So, we created a mobile device, wired onto our print medium. This allowed customers who are up for policy renewals and potential clients to key-in and SMS their details and request for a car insurance quote, on-the-spot and directly from the belly-band. Their details are 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 of which starts by texting straight from the ad.
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.
Credits
Fabian Roser |
Ogilvyone |
Creative Director |
Louise Bolo |
Ogilvyone |
Copywriter |
Sean Hart |
Ogilvyone |
Account Supervisor |
Fahad Osman |
Ogilvyone |
Account Supervisor |
Samara Ghori |
Ogilvyone |
Account Manager |
Nabil Moutran |
Ogilvyone |
Regional Director |
Niv Baniahmad |
Ogilvyone |
Creative Technologist |
Rodrigo Mavu |
Ogilvyone |
Art Director |
Mahesh Powar |
Ogilvyone |
Motion Designer |
Gaia Armelin |
Ogilvyone |
Designer |