swiftcover.com has won ‘Marketing Initiative of the Year’ at the British Insurance Awards – beating off competition from the likes of Direct Line, Aviva and Churchill – for a multi-strand strategy that included an innovative social media and PR company created by Brazil.
The insurance market is saturated, so as a new entrant swiftcover.com had to stand out. As it was also the UK’s first fully internet only insurer, Brazil harnessed online to raise awareness of the company and engage with customers and influencers alike.
To support the launch of the Iggy Pop fronted campaign, which have now clocked up over 80,000 views, Brazil embarked on a social media campaign that used a Facebook page featuring great content based on the ‘Get A Life’ theme, plus a Twitter feed to seed online content and engage with customers.
Brazil also created The Swift Awards, a national campaign to find great local businesses, which was supported by Swift Relief, a hub of unique content including hints and tips, vox pop videos, an insurance jargonbuster and even a viral game, Dance Like A Rockstar, all of which generated online interest and supported traditional media relations.
Brazil’s work, along with traditional offline PR, marketing and advertising, helped boost swiftcover.com’s sales by 38.5% in 2009 and increase brand awareness by 90%.
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