Insurance Times Awards 2022: Arma Karma ‘pushed the boundaries’ in marketing insurance to younger customers

Explain briefly about your entry in the Marketing Campaign of the Year - B2C category.

We entered this category because we are changing the game for how insurance is marketed and distributed to 18 to 30-year-olds. Insurance isn’t an exciting topic for this age range and does not feature at the top of their shopping lists.

We developed a TikTok marketing campaign to tackle the value of insurance in a fun way. Utilising microinfluencers, we started with the gut-wrenching emotional moment of loss or damage and covered how insurance puts it right.

What do you think makes your entry stand out or different from your competition?

Our campaign videos were recognised by TikTok as best in class globally - three times for finance and three times in the UK across all categories.

We have truly pushed the boundaries of what has been done before in marketing insurance to the younger demographic.

What would winning this award mean to you and your firm?

Winning this award would help to encourage us and others within the industry to push the boundaries of what’s been done before in making insurance accessible for the younger generation.