Insurance Times Awards 2022: FloodFlash’s marketing aims to turn parametric insurance from a ‘buzzword into a viable solution’

Explain briefly about your entry in the Marketing Campaign of the Year - B2B category.

At FloodFlash, our mission is to help more people recover from catastrophic flooding using parametric insurance. We can’t do that without two things - customers that understand the threat that flooding poses and brokers with the ability to explain a new form of insurance.

Our annual Flood February campaign is designed to make flood risk widely understood and turn parametric insurance from a buzzword into a viable solution for real businesses.

We’re hugely proud to be leading education on the issue of commercial flood risk – something that has typically been ignored in favour of residential insight.

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

Perhaps unlikely for a marketing campaign, Flood February isn’t about making FloodFlash famous.

Our every effort is focused on making our brokers the hero. We provide them with bespoke data, insights and content so that they can educate their colleagues and clients.

The campaign culminated in Emma Hardy, member of Parliament for Kingston upon Hull West and Hessle, writing the foreword for our Commercial risk report.

When we found out that she wanted to submit it, we were overjoyed. The first people we told were the customers and brokers in her constituency, who we later met to discuss their experience.

As with all things insurance, it takes a team to get anything done – and that’s what our campaign is all about.

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

It would be a fantastic milestone and show that our approach has merit.