Financial services

Article • WARC Category Intelligence, November 2019

Global strategies, campaign updates and trends in the insurance category.

How John Hancock taps power of programmatic

News • 09/09/2020

John Hancock, the insurance and investment company, has gleaned numerous benefits from tapping into the power of programmatic 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.

State Farm responds to ‘perpetual planning cycle’

News • 13/08/2020

State Farm, the insurance company, is adapting to a “perpetual planning cycle” that has resulted from the disruption which has transformed the marketing environment in 2020.

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.

Asia’s insurance industry sees digital opportunities

News • 06/08/2020

Asia’s consumers are looking at insurance purchases in a different light because of COVID-19 and the industry needs to adapt its communications and purchase paths accordingly.

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 • Case Studies on WARC, 2019

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

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.

What's working in financial services

Article • WARC Category Intelligence, July 2020

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

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.

NRMA learns the hard way

News • 05/06/2020

Bushfires, floods and the COVID-19 outbreak have forced Australian insurer NRMA to be flexible about plans – and it has learned some key lessons about adapting quickly.

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

Article • Catherine Rushton, WARC COVID-19 Series, 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.

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.

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.

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.

Czech Insurance Association: Distractions Kill

Case Study • Case Studies on WARC, 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.

NRMA Insurance: Safety Hub

Rankings • WARC Media 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.

LifeDirect: R.I.P Simon the Sloth

Rankings • WARC Media 100, 2020

LifeDirect, a life insurance comparison site in New Zealand, encouraged Kiwis to compare and buy life insurance with the brand by killing off its brand mascot, Simon the Sloth.

NRMA Insurance: Safety Hub

Rankings • WARC Creative 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.

Royal Automobile Club of Victoria: Cover for Their Overconfidence

Case Study • Case Studies on WARC, 2019

Australian motor insurer Royal Automobile Club of Victoria (RACV) entered the pet insurance category by positioning itself as the cover for pets’ natural overconfident and reckless behaviour.

How do you get young people to save for the future?

Article • Dr Bob Cook, WARC Exclusive, February 2020

Looks at the Theory of Planned Behaviour which suggests that in order to change the behaviour, you need to change the behavioural attitudes through communication and the experiences you deliver.