2019 Winners & Shortlists

Synopsis.

In the oversaturated insurance market, investing in travel insurance remains a low priority for UAE residents despite the numerous trips they make every year. A highly-concentrated expatriate market, the UAE suffers from a low penetration of travel insurance. The Agency wanted to position RSA as an engaging brand, enhance its position amongst consumers, and increase travel insurance sales. The team conceptualised a strategy that enabled RSA Insurance to show up differently and stand out from the crowd by launching a social-media led campaign that connected emotionally through storytelling with its target audience. The campaign was launched just ahead of the busy travel season in the beginning of December 2018 to engage a captive audience looking to travel out of the UAE. As such, the Agency conducted primary research on behalf of RSA that looks into the impact of social media and the photo sharing habits on travellers’ decision-making process. This unearthed a key finding that increasingly, around 80% UAE travellers are selecting their next travel destination based on the potential of images they could ultimately share on social media platforms . The Agency then launched a 1-month campaign entitled “Search for the UAE’s Unluckiest Traveler #RSATravelPhotoFails” to shed the light on a global conversation around the increasing impact of social media on travel decision-making process. Hosting a competition on Instagram, RSA invited UAE residents to share their most epic travel photo fails, photos they would normally keep away from the social media space to be rewarded with a dream travel trip worth AED 20,000. This has been complemented by an ongoing content strategy both online and offline focused on revealing how travel insurance can allow travellers to have peace of mind while on holiday and offers a second chance when needed. The Agency also engaged the audience in conversations around the importance of travel insurance on multiple touch points including earned, owned, and paid channels. As an outcome of this 1-month campaign, which had no other marketing support, RSA saw direct business results achieving an increase in quotes by 32% and sales were up by 37% in comparison to the same period in 2017. Using the campaign, RSA was able to leverage its newly-launched Instagram page to direct traffic to its sales section on the website with unique visits increasing by 171% compared to the same period in 2017 as well as recording an overall 10% increase against 2018 average.