The Paymentshield marketing team must have that golden touch, because for the fourth year in a row (!), they have taken the title for “B2B Marketing Campaign of the Year” at the Insurance Times Awards.
After several stages and some tough competition, Paymentshield were announced the winner at a virtual ceremony yesterday afternoon for its “Illuminate” campaign, taking top spot in a category designed to recognise “a stand-out marketing campaign specifically targeted at the business market” which demonstrates “creativity, innovation and original thinking in media, message and execution”.
We launched the “Illuminate” campaign in 2020 to spotlight General Insurance as an opportunity which actually then became a vehicle of recovery, regrowth and dependable income for advisers throughout and beyond lockdown. The campaign aimed to empower advisers to diversify into GI when our own research earlier this year revealed a £47.8 million commission gap from missed GI sales in 2019, with 60% of advisers admitting to regularly overlooking GI opportunities.
According to the judging panel, “Illuminate” was “a very professional campaign which benefitted from a lot of thought and effort. Results were impressive and reflected a strong use of media and technology”.
Our submission highlighted the various initiatives we created to enable advisers maximise the GI opportunity, including a series of on-demand webinars to help embed GI into the sales process and a virtual conference with over 1,000 registrations and 17 partners.
Ultimately, the vision of the campaign was to create a community from which advisers were able to learn best practice, inspire and support one another and work together.
Jennifer Ripley, Head of Marketing, adds: “I’m incredibly proud of the Paymentshield team, they really are the brightest and the best in the industry, especially when it comes to B2B marketing campaigns! We’re over the moon to win this award for the fourth year running, particularly given the year that we have had. I’m pleased our efforts to help advisers branch into GI and create an additional, resilient revenue stream has been recognised industry wide. We have even bigger plans for 2021 so watch this space!”
You can read for yourself what saw us once more clinch the title here, in the Insurance Times’s Q&A showcase.