Problem
Established brands Aviva and L&G dominate the UK protection market. AIG Life’s aggressive pricing resulted in large growth but pricing retaliation meant finding sustainable ways to differentiate. In 2019, Marketing was tasked with creating a brand position as it moved from ‘start up to scale up’ to cut through the rational messaging that proliferates our market. This was a challenge. Virtually unknown* (17% adviser brand awareness and 1% consumer awareness**), the team would need to be creative to increase brand prominence and sentiment with mid-tier spend.
What we did
A brand building opportunity came in the form of the world’s third largest sporting event; the Rugby World Cup. Our global parent shirt sponsors of New Zealand Rugby’s All Blacks since 2012, but UK activation non-existent, using minimum spend we delivered:
– Tactical outdoor adverts outside stadiums for home nation warm up games
– Employee engagement kit bags
– Consumer and trade press releases
– Digital advertising to drive homepage traffic
– Ambassador content – Richie McCaw and Sir Clive Woodward
Results
Outdoor: 8.5m adult impacts
Press: 70,000 readership
Digital 1.6m impressions
Instagram: 13,600 clicks
Twitter: 18,900 clicks
Social competition: 500,000 impressions
Consumer awareness of AIG Life: 1% to 5%
Awareness of AIG Life as NZR sponsor: 16% to 20%
Consideration of rugby fans: 87% – 90% / non rugby fans: 66% – 70%
Adviser awareness: 3% to 12%, consideration: 7% to 16%
* NMG UK Protection programme, March 2019
**AIG Adviser Brand Tracking study Nov 2018 and AIG Consumer & Sponsorship Tracking June 2019
