Marketing Campaign of the Year - B2B
This category seeks to recognise a stand out marketing campaign specifically targeted at the business market and is open to all businesses operating in the UK insurance market, including agencies.
Judges were looking for creativity, innovation and original thinking in media, message and execution. Entrants were expected to be able to demonstrate a tangible contribution to business success.
All the finalists are listed below. Use the links to find out more from the entrants who have answered our series of Q&As.
GOLD: Paymentshield
SILVER: LV= Broker
BRONZE: Aviva
Ageas
Beazley
Markel
Ageas
What key achievement did your entry highlight?
A key focus for the crew behind you campaign in 2018/19 was to raise awareness of a commercial underwriting insurer. We achieved this through an uplift in commercially focused marketing materials, including a new regular monthly commercial trades newsletter, as well as great focus at BIBA 2019. This resulted in an increase in inbound leads, as well as new deals with brokers such as Marmalade and Darwin Clayton.
Can you share data or testimonials to back up your bid to win?
"We've been impressed with Ageas's renewed enthusiasm for the broker market over the last year. Their marketing approach is unique, modern and clear – 'the crew' really stand out from the insurer crowd." Brightside Insurance.
"In the past year or so, we've been pleased to see Ageas recommit to the broker market. Their stand at BIBA 2019 was buzzing, and their refreshed image is modern, forward looking and points to an insurer that has changed in approach." Graeme Trudgill, BIBA.
What sets your firm apart from the other shortlisted contenders?
As the crew behind you, we like to keep things simple – we speak to our brokers in plain English, not business jargon. We're focused on giving them the right level of support and information, and of course we're not afraid to have some fun. Our colourful and highly visual campaign shows that insurance doesn't need to be boring.
How will you celebrate if you are the victor?
We'll do the classic Oscars look around the room in deep disbelief, we'll make sure we look the right balance of surprised and humbled yet pleased and proud. We'll walk up to the stage (trying not to trip) and graciously accept the trophy, making sure we're squeeze in some visual gag about being several feet shorter than Greg Davies. We'll then walk off the stage (trying not to trip again) and locate the nearest bottle of champagne... or cup of tea, both equally as fitting.
BRONZE: Aviva
What key achievement did your entry highlight?
Through our campaign, we have achieved an industry first, bringing together marketing-minded brokers to create a Broker Marketing Community (BMC), now over 1,000 members strong. By identifying this unique group of individuals, and consistently serving them with content specific to their role as a marketing ambassador, we're proud to maintain a group of highly engaged brokers. Our above average engagement rates (ER) across email, social and webinars, and our exceptional broker feedback, has resulted in the same proposition and B2B campaign being rolled out across other intermediated parts of the Aviva business.
Can you share data or testimonials to back up your bid to win?
"So far I have found nothing elsewhere even vaguely close to the extensive, detailed, helpful (and non-patronising) marketing support Aviva provides that empowers the brokers themselves to take action." Sutcliffe Insurance.
"Membership of BMC is entirely different to the support provided by any other insurer. It's regular, topical and highly relevant in a rapidly moving marketing environment. A real aid to our business." Drayton Insurance.
"The membership is invaluable to us. Keep the great content coming guys." Northcott Beaton.
What sets your firm apart from the other shortlisted contenders?
What we lack in size we make up for with our passion, commitment and understanding of the broker business We're extremely proud of what we've achieved – an industry first, above average engagement rates, campaign adoption across Aviva and most importantly, exceptional feedback from our brokers. Brokers have been empowered to drive business growth through better marketing. They've acquired these skills at no cost, from the convenience of their office, and in a way that is simple to understand.
How will you celebrate if you are the victor?
Loud and proud. It will be a massive accolade, one we'll want to promote internally across our Aviva UK businesses, but even more so with our brokers. We are always sharing real-life examples of how different marketing activities work and, in this instance, we'll be quick to promote how entering Awards can be invaluable. We'll use our award as a real-life case study, from entry, through to winning, showcasing the value of being an IT Award Winner and fully leveraging the 'IT Award Winner' status to increase credibility and attract even more members to our community.
SILVER: LV= Broker
What key achievement did your entry highlight?
Our ability to successfully deliver a campaign while seeing the bigger picture and remaining customer-centric in how we communicate. This was done with our 'Marketing Hackathon' approach, this new way of working enabled us to work together as a business ensuring we meet our challenges in a fast, high energy and interactive way.
Can you share data or testimonials to back up your bid to win?
"The campaign generated a real splash with our brokers and instantly became a topic of conversation at broker meetings and engagement events. We felt the visibility of the Clear Home products were elevated and complemented the wider message that LV= Broker were back in the home market and meaning business. Following the campaign, the number of new business enquiries received each week increased and we also had a number of new requests for activating the product on broker panels. Jon Santer, head of home underwriting, LV= Broker.
What sets your firm apart from the other shortlisted contenders?
The way we creatively humanised insurance within our campaign. This was done by putting the underwriter at the forefront of the campaign which gave the campaign a more organic look. We not only helped our brokers buy into the product but also the people who bring it to life. The approach exemplified our brand personality – putting our people and customers at the heart of everything we do. The hackathon played a big role in achieving this – we stepped outside of our comfort zone, rethought the creative process with an innovative approach whilst holistically viewing customer and business needs.
How will you celebrate if you are the victor?
A few toasts, a few smiles and a few calendar invites – we'll be booking in our next hackathon to reclaim the award next year too. To be honest the real celebration and award has already come within the fantastic response and engagement we received from our brokers. It's why we do what we do. We think we've done something really special and hope to have provided something that can inspire a different approach to campaigns within the industry. This was a team project and a team win so we will celebrate our success will everyone who contributed to the campaign.
GOLD: Paymentshield
What key achievement did your entry highlight?
The Always Ask campaign is a hard-hitting marketing campaign that calls out the importance of always asking the client about their insurance needs. The campaign was designed to go head-to-head against other providers that were suggesting that, when it comes to general insurance, 'asking no questions' was the way forward. Paymentshield felt that suggesting technology can replace the need for asking questions devalued the role of adviser and we wanted to ask our own 'big questions' to challenge the thinking about how technology should support advice, as well as other important topics.
Can you share data or testimonials to back up your bid to win?
We achieved 85 pieces of organic press coverage in the first seven months of the year and a 45% share of voice. It's also driven increased engagement from advisers with more emails being opened and more content and resources being downloaded from our website than ever before. This has ultimately supported a 4% increase in sales in our core market alone, compared to the previous year.
What sets your firm apart from the other shortlisted contenders?
The Always Ask campaign is not focused on self-promotion but is about highlighting the value (to both the broker and the customer) of having a conversation about GI. Paymentshield have even created a range of unbranded customer guides such as 'A buyers guide to home insurance' and 'The Home Movers Guide'. These guides are intended to help explain to the customer the importance of seeking advice when buying insurance, whether the adviser chooses to recommend a Paymentshield policy or otherwise.
How will you celebrate if you are the victor?
The Paymentshield marketing team would be gobsmacked to win the award for the third year running. I think we'd spend the next few days not quite believing it. We'd then do what we always do and ask ourselves 'how can we do even better next year?'