‘We're behind you' campaign for Endsleigh Insurance

Background (August – October 2010)

Having lost its campus branch network, Endsleigh Insurance needed a new home to attract and engage its core target audience of UK students.

Objectives

  • Help the brand re-engage with students to drive sales of multiple student insurance products
  • Inform students in halls of residence that their belongings are covered by Endsleigh
  • Use ‘We’re Behind You’ messaging to position the brand as a positive supporter of students rather than an insurance brand that sells by scaremongering

Strategy and implementation

Splendid Communications was the lead agency delivering a campaign with digital and social media at the core. Under the slogan ‘We’re behind you’, the campaign set off to raise awareness of the brand, educate and inform students of Endsleigh’s insurance solutions; encourage student engagement and drive quotes queries. The campaign was built to target consumers at key points of their university journey.

Splendid built an owned media community through Facebook and developed high impact campaigns that drove engagement and ongoing communications.

  • Campaign launch: Facebook activity launched on 19 August to coincide with A-level results day. Banner advertising drove people to go to Facebook where they could create a badge to communicate their choice of university to their friends and play to win the ‘Win Your Tuition Fees’ competition.
     
  • Branded homepage: At the halls of residence, Splendid worked with Ask4, the broadband providers, to display a branded Endsleigh homepage as an integral part of its Wi-Fi student registration process. First year students received a branded top-up / get covered message directly into their bedrooms, which confirmed their insurance cover and highlighted the 24-hour laptop replacement service.
     
  • Facebook games & Spotify: The House Sharer policy was promoted via another Facebook game where students could compete to ‘Win the Ultimate House Party’. A partnership with Spotify drove awareness of the game and playlists by Kissy Sell Out available on the Facebook page drove engagement with fans submitting their favourite house party tracks.
     
  • Making student life easier: To drive the ‘We’re behind you’ message home, Endsleigh provided useful tools and applications to drive further engagement and encourage conversation on university life and insurance. The ‘What’s it Worth’ Facebook app helped students understand the value of their possession, while the ‘Behind You’ tab provided info relevant to students and activities in their local area.

Results

Splendid created a campaign that genuinely supported students and came up with ideas based on strong insights that could be delivered in the digital world where students live.

  • 30% year on year increase on quote enquiries • Research by The Nursery (research and planning agency) showed that for those who joined the Facebook community consideration rose to 76% in just over a month. Twice the consideration levels of the previous year.
  • Ask4 partnership: 53,209 students viewed the message; 41.8% downloaded their certificates, capturing the data of 28,973 students • 83% traffic increase to the Endsleigh website
  • Facebook was the 2nd best referrer to Endsleigh after Google • 48% increase on Google brand search enquiries
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