ABOUT

The Challenge

RSA briefed us in one line: ‘We’re number 1 for claims – how do we tell people about it?’

Brokers had voted RSA UK Commercial as the number one in the market for their commercial claims service (Broker Voice Survey 2016-18). The client saw an opportunity to celebrate this USP; communicating recent enhancements to their proposition.

Making it Happen

We developed a disruptive, above-the-line campaign aimed at brokers and customers, boldly titled ‘The worst brings out the best in us’.

It shows how seemingly small occurrences (based on the most common claims in RSA’s portfolio) can conspire to create a serious threat to a business.

Striking imagery and a distinctive tone of voice describe the common causes of commercial losses. From property-related damage caused by fire and flood to the growing danger to data and reputation posed by cyber criminals.

The campaign uses dramatic stills and a series of videos that are eminently shareable via digital and social. It also appeared on billboards and digital outdoor displays in London’s Bank, Cannon Street and Fenchurch Street stations, as well as national and trade press.

The results

The external awareness campaign went live across email, online, outdoor, print and paid social. The campaign outperformed publisher benchmarks across every single metric.

The Teads campaign received a VTR of 15.19%, while Silence Media delivered an ER of 1.85%. The Financial Times online campaign achieved an above benchmark CTR of 0.14%.