The Client
Allen Insurance Group is an independent insurance broker with 6 offices in Central Ontario. They are a full-service brokerage offering a full range of insurance and financial products. In 2007, owner Bryce Allen saw an opportunity to capture an under-served niche in the insurance category – motorcycle insurance. As AOR for Allen, our firm was given the challenge of developing a campaign that would connect with motorcycle owners and position Allen Insurance Group as a specialist in this category.
The Concept
Our approach was to brand the product (something typically only done at an insurance provider level, not at a broker level) by giving it a name and a consistent brand treatment. Essentially, we developed a brand platform for a new product category within Allen
Insurance Group.
The Launch
The product was launched with an aggressive newsprint campaign in paid dailies, including the Toronto Star. The ads spoke to the core values of Allen Insurance Group and their intimate understanding of the product category and the needs of the prospects. Ads drove consumers to the alleninsurance.ca website where they could fill out an online quote request. Quote requests started pouring in from all over the province shortly after the first ad ran.
Dominating the Market
The first year was very successful and we felt that there would be a variety of 'me-too's' popping up in an attempt to grab some of the motorcycle niche. It was time to kick the campaign up a notch. The approach: integrate an aggressive sales promotion supported by a microsite to give away a motorcycle. The objective: dominate the category, create a buzz and further position Allen Insurance Group as the leading provider of motorcycle insurance in Ontario. The contest was launched on February 2, 2009 and closed on April 30, 2009. A total of 25,598 entries were received online via the promotional website, an average of 284 entries per day during the contest period.
Check out the full site @ www.getyourrideon.ca
Radio Spot
Radio was created to augment the promotion and help develop top-of-mind awareness.