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RSA Canada - Insurance Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: RSA Canada, Toronto, ON, Canada
Entry Submitted By: Goods and Services
Company Description: RSA is one of Canada's largest insurers for both personal and commercial insurance. We're committed to partnerships with independent brokers across the country to connect their clients with competitive insurance policies and outstanding customer service.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Insurance

Nomination Title: RSA Canada's "Take a Look at Us Now" Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

As one of Canada’s largest insurance companies, RSA provides home, auto and commercial coverage. We deliver our insurance products to customers via multiple distribution channels, one of the most significant of which is our exclusive network of approximately 900 broker partners across Canada. We rely greatly on the ability of these broker partners to know and understand RSA products well enough to recommend them to the right customers, and to have enough confidence in our business to do so. Our relationships with these select brokers are paramount to the success of our business.

We always solicit broker feedback about our products, services and processes to determine ways we can better support the broker channel. Between 2013 and 2016, we received a great deal of feedback on how we could change our offering to help brokers—which coincided with a massive commitment from our overall organization to transform the way we do business.

In response, we made nearly 100 changes to our Personal Insurance offerings, ranging from making our products more competitively priced to streamlining customer service protocols to updating our wordings so that they better reflect demographic trends. We also refined limits and discount ratings to make our products more affordable for the right customer profile.

On the base wording of our property coverage alone, we made nearly 50 changes, including adding new coverages and refined definitions for retirement homes, e-bikes, secondary residences and more—a magnitude of change that we hadn’t made for years.

To help support brokers in their businesses, we complemented these updates with a commitment to increasing the frequency of marketing campaigns that highlight which products can help brokers win more accounts, sustaining the roll-out over the course of the year. We created an online continuing education portal that emphasized simplicity and “any place, any time” functionality to support them in their career growth. We also established a new “Ambassador Council” consisting of broker representatives from across the country to keep us abreast of what’s working for them—and what isn’t.

For our customer service, we knew that our clients needed quicker response times, so we set an internal target of a 90% call answer rate.

Instead of rolling out these changes one by one, our marketing team felt that it would be more impactful if we bundled all of these changes together into a campaign that invited brokers who may have had an out-of-date impression of RSA to give us a second chance; in other words, we asked them to “take a look at us now!”

To support this strategy, we developed a new look and feel for campaign collateral that was playful, colourful and bold—vastly different from most of our marketing materials, and certainly unique when compared to industry standards, and a clear signal that we’d changed. Through print and digital ads, brochures, sell sheets, discussion guides, custom webpages, videos and more, we engaged brokers with a much more modern and graphic look that quickly caught—and held—their attention.

We also introduced an incentive campaign that used gift cards to reward broker interest and encourage them to engage with our content; this helped us see that they were aware of the significant changes we had made. This helped drive the overall campaign, in collaboration with regional RSA representatives, who could strategically choose the brokers to partner with during the campaign. We were able to maintain momentum through the end of the year and were well-positioned to roll out even more upgrades and changes in 2017.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-Incentivized brokerages saw a year-over-year increase in new business (gross written premium) of 134% and a year-over-year increase in policies in force of 114%.
-In December alone: +130% year-over-year increase in policies in force and +125% increase in gross written premium.
-New digital advertising garnered 4,500+ webpage views, 2,000 from December alone.
-RSA Canada’s Donna Ince, Senior VP of Personal Lines at RSA Canada, was featured on Insurance Business TV discussing the campaign, attracting nearly 6,000 views.
-Webinars drew in more than 1,200 participants.
-We created a “whiteboard” video to support the campaign; this is currently the most viewed video on RSA Canada’s YouTube page at 2,151 views.
-A campaign quiz with a $5 Tim Hortons Card incentive led to 450+ participants in under 3 hours.
-A campaign survey with a $10 Cineplex Card incentive led to 1,500 survey submissions in under 2 hours.