Towergate Insurance offer 200+ insurance policies, with more than 4,000 staff in 100 offices. But because they typically operate through a broker network, they weren’t front of mind among customers when it came to choosing insurance, and rarely ran customer-facing campaigns. The Specialist Caravan insurance division asked bbd. to create a campaign that would directly target their database of lapsed customers.
bbd devised a targeted Facebook campaign to build the customer database, building on a brand refresh using audience insights. Campaign creative went back to the reasons for owning a caravan in the first place, focusing on the lifestyle and the emotional connection. Targeting used Towergate customer insights, lookalike audiences, and YouGov profiling techniques to define key sentiments and motivations.