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.

Describe how the promotion developed from concept to implementation

Informational transactions directly from the print ad: ACTIVATED. We wanted to take the RSA experience “Easy as Ever” to another level of consumer service by giving the audience the option to respond immediately – straight from the print ad. We custom-made a device, wired onto our print medium 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

Getting a car insurance quote is epically daunting in Dubai. Everyone who has gone through it knows how distressing, tedious and time-consuming the process is. The service of being able to get an immediate quote without all the hassle is a huge step by itself. However, we wanted to take the experience further by giving customers the convenience to ask for a quote – straight from the print ad.