Pitch and proof

Partnering with NI‘s largest locally owned Insurance Broker to develop a highly targeted creative campaign. Underpinned with the goal of outpacing competitors and relaying strategic messages in an innovative, integrated manner. ASG created an on-brand, memorable campaign to improve customer acquisition and retention as well as to further entrench Abbey Insurance as best in class.

Define

In a highly populated market sector, and with an increasingly diverse audience, our goal was to differentiate Abbey Insurance, growing awareness for the brand and increasing its digital footprint. Tasked with developing new media strategies to effectively deliver the existing creative campaigns and reinforce the product offering in order to increase market share.

Develop

Undertaking a full brand audit and a strategic campaign approach to disrupt the market, the studio at ASG developed targeted personae-based marketing through a multi-layered communication plan. Covering all messaging from brand signage, telephone messaging, PR stories, programmatic displays, native content, TV advertising and sponsorship among other platforms, ASG brought a prioritised method of delivery for each product.

Deliver

Our integrated approach delivered a 1107% increase in year on year conversion rates, a 1452% increase in quotes being completed by the below 35 age group, and a 77% growth in website users. With 67% of all adults reporting that the campaign was aimed at them and 70% of all NI adults aged 25 - 34 replying that they would be likely to consider the product.