Article

Nick Wild
Nick Wild 13 October 2015

eCommerce Award for Excellence 2015.

Nick Wild of Fused7 and PRGRMTK talks about the strategy behind the campaign that won them an eCommerce Award for Excellence 2015.

The financial services market is one of the most competitive areas in the digital arena. However we love a challenge and we particularly love fighting for the underdog in competitive markets.

 

Working closely with AIG we brought together an innovative multi-attribution approach across PPC, SEO and Programmatic focusing on a mix of education, awareness and direct response to launch one of their innovative products.

 

Hire car companies typically charge customers high excess costs for claims made on their vehicles, and AIG recognised this as an opportunity to use their wealth of underwriting experience to develop a product covering such costs that also offered true differentiation in the market. The outcome was Direct Car Excess Insurance.

 

Such features as cover for excess charges, the undercarriage, wheels and windows of the car as well as items of luggage stolen from the vehicle, were important differentiating factors when marketing this product in the digital space.

Whilst getting the product right was vital, the delivery was key. DCE was launched in February 2013 with a holistic digital strategy designed to build not only brand awareness, but also awareness in the product category as a whole.

It’s a great product, but there isn’t enough awareness of the consumer’s ability to avoid the hefty insurance charges imposed at the car hire desk.  

By educating and putting DCE at the centre of the conversation we were able to move DCE to be the most visible digital Car Hire Excess Insurance product on the market and use converting channels to turn that buzz into sales.

Careful product development, a sophisticated and innovative digital marketing strategy, the deployment and utilisation of cutting edge tools and techniques such as programmatic buying through our sister business PRGRMTK helped maximise growth and reduce costs and a customer friendly purchase path and claims process have won the support and praise of many of AIG’s customers.

Finally, the digital acquisition strategy has grown the revenue by close to 254% since year 1 with SEO and PPC growing by 4,028% and 705% respectively.

 

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