Ace Insurance asked Thirsty to test the digital market within a set budget. The objective to seek out where the most leads would be generated within the digital space, to set directions for future campaigns.
The tools at our disposal were a possible opportunity to leverage a partnership with Champion football club Manchester United, and AON Insurance.
To create awareness we had to use the tools. The tools being football – obviously meant that we had a unique target audience. Our strategist identified the strongest digital channels to target and test. We developed a suite of engaging Online Media – on highly targeted sites. In addition we created an exciting microsite which allowed users to enter and discover more about RED Protect from AON Insurance.
We developed and tested multiple Facebook campaigns – with tight Geo and demographic targeting.
We devised a targeted eDM which we sent to opt-in lists by partnering with a group of external companies to gauge their quality of leads. All channels were directed to a sexy promotional microsite where we provided the chance for users to win an all expenses paid trip to London and glorious tickets to see Manchester United at Old Trafford.
We ensured the drawn winners were grinners, and on their way for their trip of a lifetime.
All aspects of the campaign were strictly monitored and fine tuned using various methods throughout the campaign to ensure optimum performance.
We met the objective by finding one star performing digital channel overall, and whilst the campaign was nichely targeted due to the tools at hand, valuable insights were gained that are now shaping our next campaigns.
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