Financial services

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Direct Line Group turns to BVOD and YouTube to deliver incremental reach

Article • Alex Brownsell, WARC Exclusive, December 2020

UK insurer Direct Line Group tested digital platforms to plug a gap in its audience reach.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Direct Line: Lifetime Value

Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Gold and Attribution Award Award, Best Use of Data, 2020

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Vitality: How we made the stagnant world of insurance get active

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vitality, a health insurer, turned the world of Health and Life insurance from one that is only there for you when your health fails, to one that helps maximise health to reduce the need for insurance in the long term in the UK.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

Prudential: No One Knows You Like Pulse

Case Study • Rebecca Tan, Madeeha Noor, WARC Prize for Asian Strategy, Entrant, 2020

Prudential, Malaysia's leading innovative insurance provider, developed and launched a free AI-powered health and fitness app to help users stay on top of their health.

State Farm upends marketing to react in pandemic, social-justice moments

Article • Geoffrey Precourt, Event Reports, ANA Agile Marketing in the New Normal, July 2020

State Farm, the insurance provider, has learned to move with heightened rapidity at a time of profound disruption.

COVID-19 offers insurance brands an opportunity to rethink how they market to consumers in Asia

Article • Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020

Asia’s insurance industry has found silver linings amid the COVID-19 pandemic with health becoming top of mind for consumers.

NTUC Income Content Amplification

Case Study • WARC Cases, 2019

Insurance provider NTUC Income used native ads to drive consumers to its content marketing pages and build loyalty in Singapore.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

Trygg-Hansa: The Sound of Drowning

Case Study • SABRE Awards, Gold, EMEA, 2020

Trygg-Hansa, a Swedish insurance company, educated the Swedish people on how drowning really happens, silently, by creating an ASMR campaign that simulated drowning.

RSA: The Unluckiest Traveller – #rsatravelphotofails

Case Study • SABRE Awards, Gold, EMEA, 2020

UAE insurance brand RSA used a social media-led campaign to connect with its target audience and increase travel insurance sales.

From Koalas to Coronavirus: How NRMA Insurance learnt to move at the speed of culture

Article • Catherine Rushton, WARC Exclusive, June 2020

Mindshare’s Catherine Rushton outlines lessons learnt with insurance brand NRMA in responding to back-to-back events from bushfires to COVID-19.

Leadway Assurance Plc: #SeeFinish

Case Study • SABRE Awards, Diamond, Africa, 2020

Leadway Assurance, an insurance brand, launched its Family Benefit Plan in Nigeria by using young men as human plaques to raise awareness of the shame people face due to financial crisis, which the plan can help insure against.

SBI Life Insurance: Real Life Real Stories

Case Study • Sabiha Khan, Aakash Chatterjee, WARC Awards, Entrant, Effective Content Strategy, 2020

Insurance company SBI Life Insurance used an inspirational digital video series to reach young people in India.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

Royal Automobile Club of Victoria: Cover for their Overconfidence

Rankings • WARC Effective 100, 2020

Australian motor insurer Royal Automobile Club of Victoria (RACV) broke into the pet insurance industry by creating pet supplies for overconfident animals.

Swann Insurance: Inconvenience Stores

Rankings • WARC Effective 100, 2020

Swann Insurance, a motorcycle insurance specialist, increased leads and online engagement in Australia by providing excuses for bikers to ride more often.

NRMA Insurance: Safety Hub

Rankings • WARC Effective 100, 2020

NRMA Insurance, an insurance company, changed what it meant to be insured by rewarding people in Australia for making small changes that prevented the disasters it would normally cover.

Česká asociace pojišťoven: Inattention Kills

Rankings • WARC Effective 100, 2020

Česká asociace pojišťoven, the Czech Insurance Association, increased awareness by showing the consequences of distracted driving.

Czech Insurance Association: Distractions Kill

Case Study • WARC Cases, 2018

The Czech Insurance Association raised awareness of the dangers of using phones while driving by placing the emphasis on the people that survive car crash victims.

The future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
How to write a creative agency brief

Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
What we know about working with agencies

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
Trend report: Data management in the 'mass personalisation' era

Article • Brooke Hemphill, WARC Exclusive, February 2018

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Five steps to a great creative brief

Article • Urey Onuoha, ANA, April 2018, pp. 0-0

Five universal steps that can help marketers and agencies get the most out of their creative briefs.