Uniqa Bulgaria: Reminding of the need for travel insurance in the digital age
Get the data right. Get the spirit right.
The preparation process when travelling abroad tends to be a hassle from start to finish. There are tons of factors to be considered even for a short weekend trip such as finding hip places in advance, minding the weather conditions, asking your boss if it is going to be fine turning up on Monday after lunchtime etc. And let’s face it — among all the packing, booking and arranging, even though travel insurance might be at the back of everyone’s head, it rarely comes to the forefront. It sits so low on to-do lists that only a few of us actually get all the way down to it, despite that the option to cover your insurance online is perfectly available. Our insurance client UNIQA Bulgaria asked us to change this.
How to be relevant to travellers? By being relatable to them first.
So what was our approach to reminding people about the importance of having their travel insurance sorted in an era when travelling abroad is becoming an increasingly accessible leisure activity (courtesy of our beloved European low cost flight carriers)? Well, regardless that travel insurance might not be ranking all too high on the majority’s vacay to-dos, it is still part of the bundle. The bundle of things one has to care of in order to be super-ultra-ready for their upcoming destination. Because the overall travelling preparation might be consisted of a diverse range of products starting with sun cream and finishing with power adapter, yet from the customer’s point of view all those fall within the category of “stuff I ought not travel without’’. Travelling insurance surely falls within it too. UNIQA just had to bring it up in the proper manner.
Which had brought us to the question: ‘’How to be relevant to travelers?’’. Our answer: By being relatable to them first. We needed more timely-specific insights. Like finding out where Bulgarians will be going on a holiday in the summer of 2018. We partnered up with one of the more prominent Bulgarian travelling websites NasamNatam.com in order to get familiar which are to be the season’s best preferred destinations. Then we did some more research and we came up with a list of the most typical phrases used by confused tourists in those very destinations. By relating to people’s minor touristic struggles, we aimed to communicate understanding towards the importance of being ready at any time. Hence the leading slogan for the campaign — ‘’It is a good thing to be ready when travelling abroad’’. Voilà:
Now that we had stirred up a strong insightful creative it was time to go live. We started off with targeted banners on TripAdvisor and Facebook. Our axis points for the targeting were the aforementioned destinations. So if people were looking some of them up on TripAdvisor they would see UNIQA’s banner. Likewise on Facebook — interest-based targeting related to the listed locations, along with common excursionists’ expressions. We haven’t left Google Search and Google AdWords off neither, because a little bird told us that Google is a go-to place when planning a trip abroad.
As for Instagram - we opted for the good old influencer marketing. Because the wandering souls of IG would rather listen to fellow adventurers than an insurance company. Such no-brainer yet again. Thank you Irina Deneva. Thank you Radostina Ganeva.
The results? The campaign has generated more than 50 000 clicks and the conversion rate increased by 20% than the year before. In addition, we boosted the client’s overall engagement rate on social platforms by 3%. This work of ours for UNIQA Bulgaria went on to win bronze for Efficient Use of Data at the Bulgarian edition of IAB Mixx Awards 2018.
