Online Campaign | Moment of Truth

Background:
The goal of The Moment of Truth Claims Hero Broker Online Campaign was to increase awareness of RSA’s claims and risk control propositions across Personal, Commercial and Global Specialty lines to brokers and broker-facing employees. As the core value proposition, the claims experience is “the moment of truth”. You don’t know how good your insurance policy is until you have a crisis and need to make c alim. Increasing engagement with brokers around the claims value proposition, will ensure they understand the compelling reasons to recommend RSA to clients.

Solution:
Through dramatic storytelling we brought home the reality of several claims scenarios to amplify the value of both the RSA claims service and risk control propositions while engaging the brokers in an impactful way. Working with a digital media agency, I supported in creating, launching, and promoting the various campaign elements.

Monthly, a new scenario was launched via email to brokers:

1. Personal Lines – a property claim caused by storm damage
2. Commercial Lines – a break and entering / theft claim within a commercial premises
3. Global Specialty Lines – a commercial fleet driver safety claim
4. All business lines – a property claim caused by fire

The email CTA linked to a campaign microsite that featured a countdown for the current scenario “Save the day” quiz. The quiz challenged brokers while also providing highlights of RSA’s claims and risk control propositions. Once brokers completed the quiz, they could review and share their results before checking out their overall ranking on the Hero Leaderboard. The microsite also included a breakdown of the RSA claims process and key features like the hassle-free claims guarantee. The campaign was supported with paid digital advertising, social media promotion, and featured in the RSA broker newsletter. 

Results:
The RSA Moment of Truth Claims Hero Broker Campaign won the 2016 Silver Stevie® Award for Online Campaign of the Year.