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Client: Pilot
Insurance
Agency: Uxbridge
Communications / Ed Davey
Challenge:
Pilot Insurance had long been an underwriter of rural
and cottage country oriented product lines - fire, boats and motors, snowmobiles,
etc. They wanted to improve their position in this market sector and promote
new products.
Design Solution:
A series of ads were developed focusing on the outdoors
and rural life and detailing the specific products available. Security, service
and confidence were the unique selling propositions. Ads were placed in town
and country and lifestyle magazines. A concurrent campaign was directed at
independent insurance brokers informing them of the new direction Pilot was
taking.
Results:
This campaign proved very successful, resulting in
a substantial increase in enquiries and policies written. The independent
brokers recieved more direct requests naming Pilot as the insurer of interest.
All strategy goals and objectives were achieved.