The challenge
To drive sales of a new range of SME insurance products through RSA’s broker audience – part of an ongoing channel communications programme in the UK and Canada. RSA is one of the world’s leading insurer brands, writing business in 130 countries servicing over 20 million customers worldwide.
Our approach
Our integrated Big Hitters campaign drove sales through exclusive early bird commission deals and a high value recognition incentive – a chance to win trips to the Big Apple to see the New York Yankees in action.
The Big Hitters baseball theme provided a strong creative framework for messaging and celebrating high scorers i.e. top selling broker organisations. Campaign activity featured banner advertising on RSA websites and insurance sites, offline media spend and a targeted programme of email activity supported by conversion landing pages and video backgrounders.
Results
- 26 per cent sales uplift
- 30 per cent clickthru rates
- 40 per cent open rates