The brief from Intact was to launch an integrated advertising campaign communicating the changing nature of insurance. Due to an increase in significant weather events (such as storms in Alberta and earthquakes in BC) as well as changes in modern home design (including items such as fully developed basements with home theatres and laundry on the second floor) policy rates were set to increase in the beginning of 2013.
WHAT REALLY MATTERED
This was a scenario without good news. It was not immediately obvious that Intact should associate itself with so much bad news. But critical thinking prevailed and a factual, educational approach was recommended: insurance really is about bad news. The campaign brings consumers back to the brutal realties that brought property insurance into existence in the first place: an unforgiving environment with unpredictable weather patterns; and radical changes in consumer behaviour that increase risk. The insurance products that worked in the 1940's need to change in the 21st century. The intent of the campaign required Intact to re-emphasize the purpose of insurance at its most fundamental level — the protection of people and their property. What Intact is recommending is being better informed and making smarter decisions around risk.
The campaign incorporated traditional advertising elements including out of home, newspaper, online ads and radio. An educational video was also developed to provide background on the causes for the change in insurance rates.
Since the start of the campaign, the Intact microsite, insuranceisevolving.com, has seen over 8,500 visits with 85% of those new visitors. The educational video has been embedded on many broker’s websites and brokers reported that overall clients were more understanding of the increase because they were provided with background of the situations.
CLIENTS SAY THE NICEST THINGS
“ We approached SAW Communications to help us build a campaign to communicate changes to insurance coverages that were a first in the industry across Western Canada. Working within a very short time frame, SAW did an incredible job of helping us to bring our “Insurance is Evolving” campaign to life. From their creativity to superior project management skills, they brought “out of the box” ideas to the table while still working within our brand and company objectives. Their group is skilled, dedicated, and customer driven. Thanks to their support, our campaign was a success.”
Rosa Nelson, Director, Communications