Campaign: Second Opinion

Karen Hughes, MD of The Drum Consultancy, has worked on campaigns for AIG and Churchill Insurance

As anyone working in the insurance market will know, the media can be very cynical about new initiatives from any of the major insurance players.

And then when I read William Kay's article in The Independent on Norwich Union's new flood map, I felt the pang of irritation the PR team must have felt when they saw it.

The opening paragraph read: 'The flood map of Britain to be unveiled by Norwich Union next week has been dismissed by an industry expert as a publicity gimmick.'

Having this negative angle, which appeared so early in the launch campaign, was potentially dangerous.

But it's top marks for the PR team, which managed to control the media with very positive messages elsewhere about the features and benefits of the new flood map, supported with endorsement from the National Flood Forum. It all worked very well indeed.

In terms of results tracking, I would be interested to see how many new home insurance premiums are secured as a result of the campaign and what the cost of customer acquisition is through PR.

As many of the insurance firms are using PR to drive new premiums, this campaign has the potential to be a shining example of ROI.

Creativity: 3

Delivery: 4


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