Online innovation helps swiftcover.com win 'Marketing Initiative of the Year'
Friday, 09 July 2010
Car insurance company swiftcover.com has won the ‘Marketing Initiative of the Year’ award at the British Insurance Awards 2010, which were announced at the ceremony held at the Royal Albert Hall last night/Wednesday 7 July.
The company was awarded for an innovative, multi-strand marketing campaign that used both traditional and digital initiatives to help boost swiftcover.com’s sales by 38.5% in 2009 and increase brand awareness by 90%.
As the UK’s first internet-only insurer, the company embraced social media to engage with the public and raise awareness of swiftcover.com and its Iggy Pop fronted ad campaign, whilst the unique www.swiftrelief.co.uk website formed part of the company’s Swift Awards PR initiative that recognises great local businesses.
Tina Shortle, marketing director for swiftcover.com, says: “It is great to win such a coveted award, particularly one that is chosen by our peers and key figures in the insurance industry. We are also pleased that the award acknowledges the work we are doing to engage with the public, both our existing policy holders and potential customers. swiftcover.com believes that building stronger relationships with consumers is vital for a successful insurance market.”
The car insurance adverts featuring Iggy Pop have now clocked up over 80,000 views online at www.youtube.com/watch?v=yYnydYrZPp8. swiftcover.com set up a Twitter feed www.twitter.com/swiftcover to seed online content and engage with customers, as well as a Facebook page www.facebook.com/getalife.swiftcover around the ‘Get A Life’ brand theme.
The Swift Awards were supported by www.swiftrelief.co.uk, a hub of unique content including hints and tips, vox pop videos, an insurance jargonbuster www.swiftrelief.co.uk/jargonbuster.aspx and even a viral game www.dancelikearockstar.com, all of which not only generated online interest, but also supported traditional media relations.
ENDS
Notes to Editors
For press enquiries please contact:
Paul Beadle or Joshua Van Raalte
Brazil (PR agency for swiftcover.com)
01865 556 000
swiftcover@agencybrazil.com
About swiftcover:
Based in Cobham, Surrey and employing over 800 people, www.swiftcover.com started trading in June 2005 and was born out of a desire to revolutionise the general insurance market.
swiftcover.com offers car, travel and pet insurance online, and is Britain's only insurance company without call centres, which means that the cost savings can be passed directly onto the customer and premiums are kept low. In 2008 swiftcover.com featured as the cheapest insurance quote on the comparison website moneysupermarket.com more often than any other insurer.
This powerful operating model combined with successful marketing and competitive pricing has proven to be a tremendous success. In 2008 swiftcover.com achieved over half a million live policies and in May 2009 sold their one millionth policy. They are considered to be the fastest-growing insurer in the UK.
In 2007, AXA UK acquired swiftcover.com. It is now a wholly owned subsidiary of AXA Insurance UK PLC which forms part of AXA Group.
About AXA:
AXA UK is a part of the AXA Group. AXA is a world leader in financial protection. AXA’s operations are diverse with major operations in Western Europe, North America and the Asia/Pacific area. AXA employs 120,000 staff and tied agents and, as of June 30 2006, had €1,091 billion in assets under management. AXA reported total IFRS revenues of €72 billion and IFRS underlying earnings of €3,258 million for the full year 2005. Our previous company performance is not a guide to how we may perform in the future.
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