AIG
FOCUSING ON TOMORROW

A CO-ORDINATED CAMPAIGN
TO REACH AND ENGAGE

Challenge

AIG wanted to gain a wider audience for their messages than just those at the Forum. They asked us to develop a campaign that would allow a broad range of messages to be distilled into a concise idea that could then engage with the wider market.

Solution

By combining AIG’s insights with our knowledge of the risk management world, we developed the theme ‘Focusing on Tomorrow’. An engaging theme that communicates AIG’s deep understanding of the future of risk for global organisations and how this might effect long-term investment into their businesses.

Results

Using a range of creative assets and communication tools, the theme resonated globally with outstanding numbers, share of voice, and identified business opportunities. We supported AIG by also writing all of the content across multiple channels and interviewing a range of key members of their European team.

DEVELOPING A MULTI-CHANNEL CAMPAIGN TO EXTEND AIG’S ATTENDANCE AT THE FERMA FORUM

The FERMA Forum is an important event in the European risk management space with over 2000 risk professionals coming together to share experiences and expertise. AIG had already asked us to design and build an exhibition stand for the event, but the brief was extended to look at developing a campaign that would help them extend the activity and maximise their exposure from the event.

USING CONTENT TO REACH AND ENGAGE A WIDER AUDIENCE

AIG is a market leader in the risk management space and, via the numerous experts within the business, produces insightful content that helps risk managers understand and stay ahead of the current and emerging risks affecting their organisations. We developed a number of ideas that we felt would engage AIG’s audience and communicate the right sentiment. The theme that was chosen for the campaign was ‘Focusing on Tomorrow’ as it was felt that it best encapsulated AIG’s thought-leadership and expertise around the future of risk.

We then set about creating a range of content to be used online and at the event including articles, emails, videos and social media posts that would educate and build intrigue in the build-up to the event, reach wider than the delegates that attended the Monte Carlo venue, and provide measurable data to help identify successes

CREATING RELEVANT AND ENGAGING CONTENT

ALL TOUCHPOINTS LEAD TO THE WEBSITE

STRATEGIC SOCIAL MEDIA TO BRING PEOPLE TO THE WEBSITE

Twitter – creative types

An example of different types of Tweet structures we used to help drive engagement and clicks through a variety of creatives.

AN EXHIBITION STAND AND MEETING ROOM TO FACILITATE POSITIVE CONVERSATIONS

AN INTERACTIVE AND ENTERTAINING EVENING

REACHING A GLOBAL AUDIENCE WITH MULTIPLE TOUCH POINTS

With a clear objective comes the ability to develop a strong plan and directly measure success. That is what we were able to do with this campaign.

Activity was coordinated across a wide range of channels and communication methods from a couple of months before the event through to a month after to maximise the engagement before, during and after the FERMA Forum. We ensured that the content we created was consistent, maintained high production values, and worked to demonstrate and engage the risk management community through AIG’s expertise and professionalism.

Below offers just a few of the statistics that demonstrates the success of the campaign.

MAXIMISE YOUR RETURN FROM EXHIBITIONS

Our focus on the insurance and resinsurance, financial services and banking sectors mean we truly understand your audience and the messaging that will resonate with them. If you would like to discuss how we can help you maximise the opportunity and extend the reach of your messaging please get in touch. Alternatively, you can find out more about our exhibition services here.

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