18
CATEGORY 9:
Sponsored by
Best brand campaign
WINNER: Ecclesiastical
AGENCY: AGA/GRAVITY CAMPAIGN: ‘IN GOOD HANDS’
E
cclesiastical is a niche insurance
provider selling business and
consumer insurance via brokers. Its
B2B arm provides insurance to the charity,
heritage, care, education and faith sectors.
Its marketing problem was that its
niches didn’t sit naturally together, and it
had no competitor with the same set of
niches to help turn it into a recognisable
‘category’. It was marooned in different
niches depending on how a broker first
came across the brand, resulting in low
overall brand awareness with brokers and
difficulty in growing market share in any of
its categories.
Research showed that, despite low
overall awareness, Ecclesiastical was voted
best performing insurer in all five of its
niches. This formed the basis of the
message it wanted to promote – that it was
the best in every sector it worked in. The brand theme was incorporated in a per cent increase in visits to the broker
A creative route needed to be chosen video email, sent to the target audience of homepage – ten per cent over the target set
that sat culturally with a company that was insurance brokers and showing the making – and pre and post tracking showed that
a million miles from the cut and thrust of of the painted hands. Costume hands were brand recall rose from six per cent to 30 per
the likes of Aviva and More Than. There paraded at an event held by the British cent within five months of the campaign
could be no brash headlines saying ‘We’re Insurance Brokers Association (BIBA), launch. It generated a 28 per cent increase
number one’. Instead, a branding exercise driving brokers to visit the Ecclesiastical in enquiries over the same period the
needed to achieve standout. stand via a competition. An integrated previous year. At the BIBA event, more than
The logo is distinctive, with the ‘E’ in campaign included online and press 80 visitors were attracted to the stand,
the shape of a hand. Ecclesiastical wanted advertising, email campaigns and an event. compared to less than 30 the year before.
to ‘own’ this hand imagery. An artist was Activity is running throughout the year. Although the artwork was designed just
drafted in to paint the hands, and the The campaign was deemed a major for its B2B broker work, it has been
imagery was combined with the line ‘You’re success by insurance standards, and on a adopted by the brand across its consumer
in safe hands’. modest budget of £126,622. There was a 35 business and for other product categories.
RUNNER UP: Sage
AGENCY: MARLIN PR CAMPAIGN: ‘TRAIN YOUR BUSINESS BRAIN’
S
age supplies software and services to online and via a special partnership with
over 760,000 small and medium sized LinkedIn – users could share their scores
businesses in the UK. on specially created LinkedIn leagues.
Rather than generate immediate sales, A radio ad targeted the SME audience at
Sage wanted to protect future growth of the work, content was leveraged amongst
business. The varied nature of its customer nearly 2000 Krypton Factor fans on
base meant that it needed to go beyond Facebook and a giant Sage-branded puzzle
traditional B2B media and talk in way that cube was taken on a national roadshow.
would appeal to anyone in business, many Supported with a celebrity photoshoot and
of whom would not call themselves business IQ survey, news of the campaign
business people. featured in all the national dailies and many
It launched ‘Train your business brain’, local newspapers and magazines.
at the heart of which was its sponsorship Customers and employees could also win a
of TV show Krypton Factor. Sage visit to the studios and to meet presenter
persuaded ITV1 to let it fund the show’s A dedicated website formed part of the Ben Shephard.
comeback and give it a business twist, wider campaign – featuring games to give More than 20 million people watched
after specially commissioned research visitors a ‘Business IQ score’ and videos of the show and 500,000 interacted online.
showed it to be the third most requested well known entrepreneurs. Content from The PR campaign generated coverage
show to return to ITV1. the show and games were also seeded worth £750,000.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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