2015 Winners & Shortlists

Brief Explanation

The challenge was, simply, that quality of service isn’t a factor that people think about when buying or renewing insurance. As a result of this, RSA was starting to lose market share. The objective was to appeal to the aversion that people in the UAE have to complicated and time consuming procedures in a way that both reminded them of how frustrating they can be and by offering them an alternative that is worth them paying just a little bit more.

The Brief

RSA’s motor insurance is a quality offering. The service, the care, rate of payout and overall customer satisfaction are all proof points to that. However, Motor insurance is a legal mandatory in the UAE, which means people will always try and find the cheapest option, which RSA isn’t. The advent of insurance aggregator sites meant that people could, quickly, find out how they could pay less for a product they hope to never use. Our brief was to try and illustrate to the target audience that motor insurance isn’t just a price tag.

How the final design was conceived

We know that the motor insurance category tends to be very simple and direct in their comms. A doom and gloom message, a price or a tactical offer and a phone number. This may work when you are just another option, but we wanted to prove to people that RSA thinks about the customer journey. So we conducted a series of trials, through the phone and online, with the competition to understand what it takes to get a policy and we dramatized the heck out of that. Tying the steps to incredible (but still possible) negative outcomes.

Indication of how successful the outcome was in the market

The campaign worked a treat. In terms of final sales figures, the campaign, which ran for the entire month of April 2014, delivered 44% more sales than the same time last year through pure online and assisted (where a query comes in online and is converted offline). The number of quotes, however, was only up by 18% over the same time last year, which means that conversion during the campaign was extremely high, which is a testament to the relevancy of the messaging and the targeting.

RSA is focused on cars that are a little more expensive. So their target tends to be a little older, a little richer, a little more western and a hell of a lot more easily irritated with sub standard service. However, unlike the TA, RSA's pockets aren't so deep, so when we design, we need to be smarter, better looking and funnier to make up for it. And while RSA is relatively well known in the market, there is a lot of noise out there. All the more reason for us to look and sound better. Remember, it's not about looking good. It's about looking better than everyone else.