AllClear, a specialist in travel insurance for people with pre-existing medical conditions, has been recognised for its excellence in Marketing and Consumer Engagement at this year’s UK Broker Awards.
The category celebrates campaigns that use social media and/or more traditional mediums such as print, radio or television to: raise brand awareness; break into new markets; increase market share; or enhance customer loyalty.
The award recognised AllClear’s multi-channel brand campaign across TV, YouTube, Display and Facebook that centres around its new brand icon, Big Tick. Big Tick was used to create campaign material that would stand out, was highly memorable and could be used on multiple channels. Big Tick reinforces AllClear’s brand values: expert, straightforward, inclusive and fair.
AllClear used TV advertising to target a large audience, encouraging visits to its website. The company then re-targeted those who had responded using YouTube, Display and Facebook to tailor messaging based on their activity on the site. At each touch point, Big Tick was used with engaging content and messaging.
In delivering the campaign, AllClear surpassed all reach, market share and growth targets. It achieved a GWP growth of 11.5%, and the campaign was seen 173 millions times, exceeding its target of 150 million.
Garry Nelson, Head of Marketing at AllClear, says he is extremely pleased that the company has been recognised for its furthering of customer engagement:
“Our aim was to ensure that AllClear stands out in the market place, with Big Tick providing a consumer champion that supports our messaging and overall belief that everyone has the right to travel. That our campaign has been recognised as successful by such a prestigious awards body is a significant achievement.”