‘Big Thinking’ doesn’t go unnoticed
By IMA on Sep 10, 2014
We’re delighted to be shortlisted for the Northern Marketing Awards B2B Campaign of the Year for the RSA – Global Speciality Lines – Big Thinking, Small World project.
The awards celebrate excellence, creativity and achievements across the marketing industry in the North.
RSA’s Global Specialty Lines supports the insurance needs of large, risk managed and specialist businesses worldwide. However, it was found to be lacking in terms of positioning and clarity, so work began to re-launch GSL with renewed purpose. The result was ‘Big Thinking, Small World’ – a confident positioning line and campaign designed to explain RSA’s offering and give GSL standout.
The campaign, aimed at brokers, had multiple phases. First we created a suite of marketing materials including: press ads, case studies, a brochure and posters. Then we went direct to brokers with a targeted email campaign relevant to each recipient’s business type and specialism. This was followed by a video – telling the GSL story and sent in a DM pack to top brokers. A follow-up postcard was also sent to get each broker’s feedback.
The results were out of this world.
Winners will be announced at the Northern Marketing Awards ceremony on Thursday 16th October at The Point, Lancashire County Cricket Club. Fingers crossed until then!