2017 Winners & Shortlists

The Campaign

The idea: Spot the RSA London bus and win a trip for 2 to London. We hired an RSA branded red double decker London bus that roamed the street of Dubai for 1 week. We asked our audience through the bus branding and social media to take a photo of the RSA bus and upload it to #SpottheRSAbus using any social media channel for a chance to enter the draw and win the trip for 2 to London.

Creative Execution

We used RSA’s Facebook page as well as promoted Facebook posts and radio mentions in rush hour to encourage our audience to spot the bus. The ads (which mostly had a photo of how the bus look like) informed people how to upload, where and when to find the bus and that they will be entered in the draw. The campaign was Dubai focused only.

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

Business Impact : New Business Sales up by 30%vs plan and 38% vs YTD Average Total sales count saw an increase of 44% vs YTD Average Response Rate New Record : Highest ever number of visits on our website. 359% increase in unique web visitors vs YTD and 325% increase in web visitors vs YTD. Call centre traffic was up 20% Impressions Digital Ad Impressions: +33 Million Digital Ad CTR: 0.22% Digital Ad CPC: $0.56 Fb Ad Impressions: +100 k Radio: 88 Spots & RJ mentions on activation on 2 radio channels Change in behaviour Device Usage: Increased use of Mobile devices. 45% impressions were delivered on mobile and smart phones yielding the highest CTR Highest ever sales conversion through Facebook Consumer Awareness A very effective brand awareness campaign thanks to: Recognisable 'Keep Calm' message highlighting British heritage, thereby linking RSA Insurance Engaging and memorable activation - RSA

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

The beauty of this activation was it's simplicity. It was a effective way to connect on-ground to social media platform and engage our target audience and excite them to win. It was a refreshing idea that created a buzz around Dubai and social media. it had low barrier to entry (uploading a photo to a hashtag using any social media channel) and it used a well recognized element (the double Decker British bus) to communicate the British heritage of the brand that went along our Keep calm outdoor and digital campaign.

RSA’s core targets are: Western Expats, 35-55’ and secondarily Asian high net worth income. The bus route targeted areas where most of our target audience live. We built a special page dedicated for the activation (www.rsadirect.ae/Londonbus) that we asked the target audience to refer to in order to track the position of the bus at the moment. The website used the UAE map with indicated timing on where it will be everyday and in which area.