CAMPAIGNS: esure survey drives sales of home arm - Consumer PR

Client: esure Home Insurance PR Team: In-house Campaign: White Elephant Gadgets Timescale: September 2003 Budget: £2,000

Since esure was launched in 2001 as a joint venture between former Direct Line chief executive Peter Wood and Halifax Bank of Scotland, the company has become one of the UK's fastest growing general insurers.

However, although it has a high-name recognition for its motor insurance products - thanks in part to the high-profile TV ad campaign starring Michael Winner - the same could not be said of its home insurance business, despite the fact that it was initially piloted back in September 2001, with active marketing beginning in March 2002.

Objectives

To increase public awareness of esure's home insurance offering and, in doing so, to increase the number of customer enquiries for quotes.

Strategy and Plan

esure's in-house PR team wanted consumers to associate the esure brand with the home, and decided to commission a home-related survey they could then sell-in to the media.

Insurance is not the most exciting of services to have to sell, so the team decided the survey should take on a comic twist to gain more coverage.

It asked respondents to name the top white elephant gifts in their home, the kind of item that was purchased as a labour-saving device, used once, put away, and then never used again.

Top of the list came that venerable white elephant of kitchen appliances the sandwich maker, closely followed by other luminaries such as pasta makers, bread makers and electric carving knives.

Due to the team's small PR budget, rather than tailor angles for individual papers, the results and accompanying press release were passed on to the Press Association on a Sunday, with an embargo until the next day, thus allowing many media outlets to pick up on the story.

To reinforce the key message, all material quoted esure Home Insurance, rather than just esure.

Measurement and Evaluation

The press picked up on the quirky aspect of the survey, with coverage given in The Telegraph, the Mirror, the Daily Mail, The Independent and the Daily Express. The Sun also gave over a whole page to the country's most useless gadgets and, like all the coverage before it, mentioned esure Home Insurance.

The survey was also mentioned on BBC Radio 2, and IRN, which was then syndicated to a further 260 commercial radio stations, as well as BBC World Service and 17 other regional BBC stations.

Results

By the end of September, requests for home insurance quotes were 50 per cent higher than the previous monthly high. It was also esure Home Insurance's highest new business month, with a 55 per cent increase in the number of home insurance policies sold.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.