The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Insurance Integrated Ad Campaign
In November 2017, Cigna New Zealand launched an integrated campaign to advertise their Life Insurance product targeting individuals at key life stages (i.e. Having a Baby etc).
A digital strategy was created to reach these groups of people via Social Media platforms and Display Remarketing. Interest based and remarketing audiences were created to reach these audiences with meaningful and relevant creative.
Our hero tactic was micro influencer marketing, an innovative and creative approach for the insurance market. Local New Zealand social media influencers were selected and used to advertise the LifeOne product to life-stage specific audiences.
We hypothesised that these posts would receive high engagement and policy uptake, due to the trust and loyalty between followers and the selected micro influencers.
The objective of the campaign was to convert individuals who were in the consideration phase for buying Life Insurance. It was hypothesised that these individuals would require personalised messaging and an incentive to motivate a purchase.
Content was centred around attention grabbing short form video ads and we used a mix of emotive and incentive based messaging ( i.e. ‘look after your loved ones, whilst treating yourself’), with each life stage group having the choice between two relevant prizes upon buying a Life Insurance policy.
Targeting by life stages and using micro influencers to leverage the market was extremely successful. The campaign generated 141% more policy sign ups than generic life insurance related paid search queries (at 69% less cost) over the duration of the campaign.
Contributors:
| Head of Sales and Marketing, Cigna New Zealand: | Suzanne De Geus |
| Digital Marketing Manager, Cigna New Zealand: | Vince Warnock |
| Senior Digital Marketing Specialist, Cigna New Zealand: | Nathan Meffan |
| Senior Client Service, Uprise Digital : | Ash Duncan |
| Performance Specialist, Uprise Digital : | Jenny Down |
| Brand Manager and Client Service Support, Uprise Digital: | Phoebe Prescott |
| Group Account Director, Y&R NZ: | Carmen Sellwood |
| Senior Account Manager, Y&R NZ: | Christine Malek |
UPRISE DIGITAL
Location: New Zealand