The BIBA conference is a key date in an insurance broker's calendar whether attending the event itself or not. L&G were looking to develop a wider communications campaign that would help them engage with as many brokers as possible.
Our interpretation of the brief led us to focus on two aspects; highlighting the human side of home insurance and the mobile-based claims process. From the ideas we proposed the concept we called 'putting the smile into the claims process' was chosen.
The campaign successfully engaged brokers across multiple channels including direct mail, digital deliveries and experientially at the BIBA conference. The playful nature of the campaign encouraged authentic interactions and really got everyone feeling positive about L&G.
The core message that SmartClaim puts the smile back into the claims process is one that applies to the end customer but is also designed to relate to the brokers as well because it’s such a great product that it makes it an easier sell for them.
A pack was created that was sent out to target brokers as a way of building awareness of the product, L&G’s attendance at the BIBA conference and engagement with the campaign. Recipients were encouraged to take selfies with the ‘big smiles’ and share them via social media for a chance to win a prize, at the same time creating broader awareness and recognition for the L&G home insurance product.
By building on the messaging of the ‘Smile’ campaign L&G were able to able to extend the feeling of positivity to their exhibition stand through value adding conversations, carefully selected giveaways and a caricature artist they sent brokers away happy.
By combining our knowledge of the financial services industry with our high levels of creativity we help clients develop and implement marketing campaigns that engage and convert across your target audiences. Get in touch to learn more.