Financial services

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Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Shortlisted, 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.

TAL: From 'life insurance' to 'insurance for life'

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

TAL, a life insurance company, increased consideration for the brand in Australia by focusing on the living benefits of life insurance with its Scars campaign.

Insurance Australia Group: NRMA Safety Hub

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

NRMA Insurance, an insurance company, turned the insurance model on its head in Australia by paying people to avoid disasters instead of paying people after they had one.

LifeDirect / Trade Me: R.I.P. Simon - giving a brand a new lease on life, by publicly killing its mascot

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Life Direct, a life insurance comparison website, encouraged consumers to compare life insurance with the brand by killing its mascot, Simon the Sloth, as part of its campaign RIP Simon in New Zealand.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Shortlisted, 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.

IAG's Brent Smart: Brand building is more important than ever

Opinion • Gabey Goh, November 2020

Australian insurance brand NRMA was redefining category codes and creating distinctive work well before COVID-19. IAG Group’s CMO, Brent Smart, speaks to WARC’s Gabey Goh for the Marketers Toolkit 2021 about why investment in brand-building is non-negotiable, the need for relevant creativity and the threat of “sameness” in digital experiences.

Manulife Singapore: Museum of Claims

Case Study • SABRE Awards, APAC, South-East Asia, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Museum of Claims in Singapore to spark conversations about insurance and promote the brand.

FWD Life Insurance Company (Bermuda) Limited: FWD North Pole Marathon 2019

Case Study • SABRE Awards, APAC, Sponsorship, Gold, 2020

FWD, a life insurance brand, sponsored the North Pole Marathon 2019 and recruited runners in Hong Kong.

Manulife Singapore: Stop the Drama

Case Study • SABRE Awards, APAC, Public Education, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Stop the Drama to raise awareness of heart attack symptoms.

NRMA Insurance: Every home is worth protecting

Case Study • Effies (Australia), Australian Effies, Gold, 2020

NRMA, an insurance brand, significantly boosted its brand value within months in Australia with is campaign Every Home Is Worth Protecting.

Why Direct Line moved from Winston Wolf to Superheroes

Article • Brian Carruthers, Event Reports, Advertising Week, October 2020

This article looks at insurance brand Direct Line’s replacement of a long-running and very successful campaign.

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.

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.

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.

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.

Direct Line Group’s Mark Evans: “The crisis has given us an opportunity to bring our purpose to life”

Opinion • Chiara Manco, September 2020

Mark Evans, Managing Director of Marketing and Digital at Direct Line Group, will be chairing the Best Use of Data category of the 2020 WARC Media Awards. Here, he talks to Chiara Manco about Direct Line’s agile approach to changing times, the benefits that a consumer-first model can reap for businesses, and what a successful data-led campaign looks like.

How John Hancock taps power of programmatic

News • 08 September 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.

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.

AIA: Sleep Programme 2019

Case Study • Andy Wilson, WARC Prize for Asian Strategy, Entrant, 2020

Life insurance group AIA strengthened its brand credentials in Singapore, Malaysia and Thailand with a digital and social media campaign based on sleep deficiency and its impact on health.

State Farm responds to ‘perpetual planning cycle’

News • 12 August 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 • 05 August 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.

Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.