Insurance Times Awards 2022: BGL Insurance takes a ‘bold, creative and agile approach’ to its B2C marketing

Briefly explain your entry in the Marketing Campaign of the Year - B2C category.

Since launching in 2019, our Jaunt campaign has continued to push insurance marketing boundaries, delivering a targeted, fresh and disruptive approach. The digital agility and multichannel format within this campaign has been a significant step forward, delivering results that surpassed performance benchmarks and targets.

Motorists are more confident using flexible financial products, so this campaign aimed to drive long-term sales growth, establishing Jaunt at the forefront of customers’ minds. It was also used to test new tactics and channels to inform future campaigns.

By taking a highly optimised, multichannel approach and retargeting to drive brand adoption and engagement, the campaign directly supported uplifted conversion figures, quote volumes and brand awareness.

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

It demonstrates the power of combining bold and engaging creative with data led, intuitive, digital marketing and targeted brand awareness channels to reach and engage customers for a product that has been traditionally challenging to drive engagement for.

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

With the insurance market having experienced several key changes this year, it’s more important than ever for innovation to continue across the industry to meet evolving customer needs.

Through our multichannel marketing approach, we’ve tried to address this and so winning this award would recognise the benefits of taking a bold, creative and agile approach to brand and sales growth.